金融理论与实践
金融理論與實踐
금융이론여실천
Financial Theory and Practice
2012年
6期
30~34
,共null页
农村金融 服务质量 顾客满意 顾客忠诚
農村金融 服務質量 顧客滿意 顧客忠誠
농촌금융 복무질량 고객만의 고객충성
rural finance; service quality; customer satisfaction; customer loyalty
随着我国现代化进程的加快，国内外金融资本纷纷涌向农村，培养并保持顾客忠诚成为金融企业在农村市场取得成功的关键。从消费者角度对我国不同地区农村金融机构的顾客进行调查，研究结果表明，农村金融服务质量和顾客满意度直接影响顾客忠诚度；农村金融服务质量的各维度可以通过顾客满意机制正向影响顾客的忠诚度。因此，努力提高农村金融服务质量，提高顾客满意度，是农村金融企业获得可持续发展的有效途径。
隨著我國現代化進程的加快，國內外金融資本紛紛湧嚮農村，培養併保持顧客忠誠成為金融企業在農村市場取得成功的關鍵。從消費者角度對我國不同地區農村金融機構的顧客進行調查，研究結果錶明，農村金融服務質量和顧客滿意度直接影響顧客忠誠度；農村金融服務質量的各維度可以通過顧客滿意機製正嚮影響顧客的忠誠度。因此，努力提高農村金融服務質量，提高顧客滿意度，是農村金融企業穫得可持續髮展的有效途徑。
수착아국현대화진정적가쾌，국내외금융자본분분용향농촌，배양병보지고객충성성위금융기업재농촌시장취득성공적관건。종소비자각도대아국불동지구농촌금융궤구적고객진행조사，연구결과표명，농촌금융복무질량화고객만의도직접영향고객충성도；농촌금융복무질량적각유도가이통과고객만의궤제정향영향고객적충성도。인차，노력제고농촌금융복무질량，제고고객만의도，시농촌금융기업획득가지속발전적유효도경。
As notable progress has been made in the modernization process of China, capital both home and abroad is flowing into rural financial market. With the competition increasing, to develop and maintain customer loyalty is vital to the growth of financial enterprises in rural market. From the perspective of consumer, this paper has conducted a suryey of rural financial consumers in financial industry from different regions of China. The results show that there is significant positive impact of rural financial service quality on customer satisfaction, and the dimensions of rural financial service quality can positively impact customer loyalty through the effect of customer satisfaction. Therefore, taking efforts to improve the quality of rural financial services is fundamental for the sustainable development of rural financial corporations.
