| Author: | 党敏 Dang, Min |
| Title: | 差异化视角下营销服务对私人银行客户忠诚度的影响研究 |
| Other Title: | Impact of service differentiation on customer loyalty in private banking industry in China |
| Advisors: | 张绪彬 (MM) |
| Degree: | D.Mgt. |
| Year: | 2020 |
| Subject: | Private banks -- China Banks and banking -- Customer services Customer loyalty Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | 103 pages : illustrations |
| Language: | Chinese |
| Abstract: | 私人银行服务是金融机构针对专门的目标客户，提供的高端化、个性化、综合化的金融服务。经济持续稳步增长推动私人银行客户呈现快速的上升趋势。私人银行客户呈现的金融服务需求和未来巨大的财富市场空间，已经成为了国内银行业争夺的黄金业务和战略转型的重要方向。国内各家银行都已逐步形成了自己的私人银行服务发展模式，从现有资源出发，对目标群体进行定位，为他们提供特色服务，从深度、广度、个性等方面来吸引私人银行客户群体。国内私人银行服务在快速发展的过程中，逐渐暴露出一系列的瓶颈问题，尤其是在为客户提供的服务过程中呈现出严重的同质化现象。为了解决私人银行服务同质化的问题，本文以私人银行差异化为出发点，进一步探究私人银行差异化的变动会如何吸引客户，从而提升客户忠诚度。本文对 2019 年搜集到的 575 个私人银行客户的调查问卷进行研究。分析结果显示：1、私人银行服务的差异化对私人银行客户忠诚度有正向影响；2、财富管理服务差异化对私人银行客户忠诚度有正向影响；3、综合金融服务差异化对私人银行客户忠诚度有正向影响；4、增值服务差异化对私人银行客户忠诚度有正向影响；5、私人银行差异化对客户忠诚度的程度会因服务类别而不同；6、个人不确定性会增强差异化对私人银行客户忠诚度的正作用；7、市场不确定性会减弱差异化对私人银行客户忠诚度的正作用。基于上述研究结论的基础上本文进一步为私人银行与客户忠诚度的相关理论研究进行了深化，同时进一步加强了私人银行服务优化的实际意义。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 5203.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.19 MB | Adobe PDF | View/Open |
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