CAJ | 학술논문

顾客是银行的重要资源,在日趋激烈的市场竞争中,提高顾客满意度成为商业银行可持续发展的关键所在。以微观调查数据为基础,构建结构方程模型对我国商业银行顾客满意度的影响因素进行了研究。结果表明：商业银行顾客满意度主要受潜变量服务质量、业务能力和环境特征的影响显著,而受顾客个人特征的影响较小;可观测变量服务意识、服务态度和服务效率对服务质量及顾客满意度的影响显著;可观测变量业务种类、业务费用和业务水平对业务能力和顾客满意度的影响显著;可观测变量交通状况和厅内环境对环境特征及顾客满意度的影响显著。基于以上研究结论,提出了提高商业银行顾客满意度的对策建议。
고객시은행적중요자원,재일추격렬적시장경쟁중,제고고객만의도성위상업은행가지속발전적관건소재。이미관조사수거위기출,구건결구방정모형대아국상업은행고객만의도적영향인소진행료연구。결과표명：상업은행고객만의도주요수잠변량복무질량、업무능력화배경특정적영향현저,이수고객개인특정적영향교소;가관측변량복무의식、복무태도화복무효솔대복무질량급고객만의도적영향현저;가관측변량업무충류、업무비용화업무수평대업무능력화고객만의도적영향현저;가관측변량교통상황화청내배경대배경특정급고객만의도적영향현저。기우이상연구결론,제출료제고상업은행고객만의도적대책건의。
Customer is an important resource of bank. Improving customers＇ satisfaction becomes the key to the sustainable development of the commercial bank under the fierce market competition. According to the data from investigation, this article analyses the factors which influence the customer satisfaction of commercial banks via using the structural equation model. The author discovers that the customer satisfaction of commercial bank is influenced significantly by the service quality, the operational capacity, and the environment characteristics, while the customer personal characteristics impact is feeble. In terms of observed variables, service consciousness,service attitude, and service efficiency play an important role in the service quality and customer satisfaction;business varieties, business expenses, and professional skill play a vital role in the operational capacity and customer satisfaction; traffic conditions and hall environment impact significantly on the characteristics of environment. Based on above conclusions, this article takes some measures to improve customer satisfaction of commercial banks.