论我国商业银行的全面顾客满意管理

On Overall Client Satisfaction Management for China’s Commercial Banks

全面顾客满意是指内部顾客和外部顾客都满意的一种状态。实施全面顾客满意管理是我国商业银行提高竞争优势 ,应对外国银行竞争的主要途径之一。我国商业银行应通过倡导以顾客满意为导向的企业文化、以顾客满意为导向来招聘员工、改变传统的考评方法。

Overall client satisfaction is a situation in which both internal and external clients are all satisfied. It’s one of main channels for China’s commercial banks to improve competitive advantage and cope with foreign competition. China’s commercial banks ought to perform overall client satisfaction management through many channels such as advocating of a client oriented firm culture, recruiting staff in client satisfaction oriented way, altering traditional assessment methods, launching internal marketing activity, etc.