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1、独创性(或创新性)声明本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢中所罗列的内容以外，论文中不包含其他人已经发表或撰写过的研究成果；也不包含为获得桂林电子科技大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中做了明确的说明并表示了谢意。申请学位论文与资料若有不实之处，本人承担一切相关责任。本人签名：日期：关于论文使用授权的说明本人完全了解桂林电子科技大学有关保留和使用学位论文的规定，即：研究生在校攻读学位期间论文工作的知识产权单位属桂林电子科技大学。本人保证毕业离校后，发表论文或使用
2、论文工作成果时署名单位仍然为桂林电子科技大学。学校有权保留送交论文的复印件，允许查阅和借阅论文；学校可以公布论文的全部或部分内容，可以允许采用影印、缩印或其它复制手段保存论文。(保密的论文在解密后遵守此规定)本学位论文属于保密在_年解密后适用本授权书。本人签名：导师签名：日期：日期：摘摘要要商业银行对国计民生举足轻重。进入 21世纪，伴随中国经济的飞速发展，商业银行内外部环境也在不断发生变化。在国际上商业银行领域通常是以顾客满意度评价银行表现，而商业银行的顾客满意度一般认为是顾客对银行提供的金融产品或服务的满意程度。其不仅会影响顾客的购买行为，还对商业银行的营销活动至关重要。本论文对商业银行顾
3、客满意度进行测评研究，旨在帮助商业银行改善产品或服务的质量，为提高顾客满意度提供合理化建议，努力打造顾客满意与商业银行获利的双赢局面。本文在对相关理论和文献述评的基础上，以商业银行顾客满意度为研究对象，通过分析和改进前人的研究成果后，尝试构建了我国商业银行顾客满意度测评模型和测评指标体系。并进行指标量化和权重的确定，进而把商业银行顾客满意度测评指标体系运用到实际当中以某商业银行网点作为调查对象进行问卷调查，利用 SPSS17.0软件对收集到的数据进行统计分析，来验证测评体系的合理性和适用性，最后计算出商业银行顾客满意度值。研究结果显示：商业银行顾客满意度测评模型各变量均显著相关，商业银行顾客满
4、意度值表明商业银行的总体顾客满意度略微高出标准水平，但是其顾客满意度在服务等方面还存在一定的不足。本文根据商业银行顾客满意度值的分析结论，提出商业银行顾客满意度水平提升策略和建议。最后指出本文的研究不足和对未来研究的展望。关键词：商业银行；顾客满意度；测评IAbstractAbstractCommercial banks are of significant importance to peoples lives. As the coming ofthe 21th century, the internal and external environment of the commercial
5、banks has beenchanging constantly along with the fast development of Chinese economy. In the field ofcommercial bank, the appraisal of commercial banks is determined by the customersatisfaction, which is generally acknowledged as the customer satisfaction towards thecommercial products or services o
6、ffered by the banks. Customer satisfaction can not onlyinfluence the purchase action and decision of the customers, but of being crucial to themarketing activities of the banks. This thesis surveys and investigates the customersatisfaction of commercial banks, aiming at helping commercial banks impr
7、ove the qualityof their products or services, providing rational suggestions to enhance the customersatisfaction, striving for building a win-win situation between customer satisfaction andbank profit.Based on the relative theory and documents commentary, with customer satisfactionof the commercial
8、banks the research object, this thesis tries to form the customersatisfaction appraisal model and appraisal index system of Chinese commercial banks toestablish indices quantification and weighted coefficient (weight model) through analyzingand improving the previous research achievements. Hence the
9、 application of customersatisfaction appraisal index system into practiceusing questionnaire method upon acertain commercial bank outlet and statistical analysis of the collected data throughSPSS17.0 software, to validate the rationality and applicability of the appraisal system.Finally, the custome
10、r satisfaction value of the commercial banks can be calculated.The result shows that variables notably correlate with each other in the appraisalmodel of customer satisfaction of the commercial banks and the customer satisfactionvalue of the commercial banks indicates that the general customer satis
11、faction of thecommercial banks is slightly higher than the standard level, but there are still somedrawbacks in customer satisfaction towards bank service, etc.According to the result of the analysis of the customer satisfaction value of thecommercial banks, this thesis puts forward some promoting s
12、trategies and suggestions forcustomer satisfaction of the commercial banks. Finally, the thesis is concluded by pointingout some disadvantages and further research directions.Keywords: Commercial bank;Customer Satisfaction; MeasurementII目目录录摘要.IAbstract.II目录. III第一章绪论. 11.1本文研究背景和意义. 11.1.1研究背景. 11.1.2研究意义. 21.2本文研究方法和技术路线. 21.2.1研究方法.
