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本文根据服务营销理论中的服务质量差距模型,从加强对顾客需求的挖掘,强化有效沟通渠道,加强对员工信息化的培训,降低顾客享受免费服务的期待感等方面,提出持续弥合银行认知和顾客感知的网银信息安全产品服务质量差距策略。主要包括:改进服务意识比较薄弱的环节;重视网上银行与各部门之间的沟通协调;加强对顾客需求的挖掘,设计出能够满足不同顾客需求的服务标准;加强对传统网点员工信息化培训及服务绩效的考评与激励;充分利用传统网点对顾客使用网银信息安全产品的全过程给予指导。
Based on the service quality gap model in service marketing theory, this paper puts forward some suggestions to continue to bridge banks ’cognition from strengthening customer demand mining, enhancing effective communication channels, strengthening training of employees’ information, reducing expectation of customers enjoying free services, And customer perception of online banking information security products service quality gap strategy. Mainly include: Improve service awareness is relatively weak links; emphasis on online banking and various departments of communication and coordination; strengthen customer demand mining, design to meet different customer needs of the service standards; strengthen the traditional network of employee information technology training and Service performance evaluation and incentives; make full use of traditional outlets to customers using online banking information security products to give guidance throughout the process.