论文部分内容阅读
随着中国银行业竞争程度的加剧,各银行服务产品日益趋同,准确全面地了解消费者对服务质量的感知,实施高效的客户资源管理,是商业银行有效应对外资银行的重要手段。本文应用改进后的SERVPERF服务质量测度模型,通过问卷调查对我国商业银行服务质量进行度量,在回归模型中引入性别变量探讨服务质量对客户忠诚度的影响程度。最后基于分析的结果,提出了对商业银行服务质量改进的对策与建议。
With the intensification of the competition in China’s banking sector, banks increasingly converge on service products, understand consumers’ perception of service quality accurately and comprehensively, and implement efficient client resource management. This is an important means for commercial banks to effectively deal with foreign banks. This paper applies the improved SERVPERF service quality measurement model to measure the service quality of commercial banks in our country through the questionnaire survey and introduces the gender variables in the regression model to investigate the impact of service quality on customer loyalty. Finally, based on the result of the analysis, the countermeasures and suggestions for improving the service quality of commercial banks are put forward.