1、第 1 页 共 22 页 毕业论文毕业论文 *银行理财产品客户满意度分析银行理财产品客户满意度分析 -*支行支行 专业名称： 市场营销 班 级： 姓 名： 指导教师： 二一五年五月 第 1 页 共 22 页 摘 要 随着人们生活水平的提高，人们财务急剧增长，理财服务也受到了人们的不 断关注，各大银行纷纷抓住机遇，积极拓宽渠道，提高自身的竞争力。特别是针 对理财产品客户的满意度，对于提高理财产品的收益是一个重要的举措。本文根 据*银行个人理财服务的特性和客户满意度理论选取了*银行*支行银行个人 理财服务客户满意度的调查问卷进行了分析，指出理财产品单一，缺少个性化产 品；理财产品宣传不到位，普及度
2、有限；高素质专业理财人才缺乏，且风险意识 淡薄； *银行理财产品忽略了不同客户需求的层次性等问题， 最后针对这些问题， 提出了优化措施。 关键词：关键词：*银行；理财产品；*支行；满意度 第 1 页 共 22 页 Abstract With the improvement of living standards, people finance rapid growth, financial services have also been constantly concerned, major banks have to seize the opportunity, actively expan
3、d channels, improve their competitiveness. Especially for financial products, customer satisfaction, to improve the financial product revenue is an important measure The according to the Industrial Bank personal financial service performance and customer satisfaction theory selected industrial bank
4、in Jixian County branch of the bank personal financial services customer satisfaction questionnaire were analyzed, pointed out that financial products single, lack of personalized products; financial product publicity is not in place, popularity degree Co.; lack of high-quality professional talents
5、of financial management and risk awareness weak; Industrial Bank financial products ignored the levels of the different needs of customers. Finally, in the light of these problems, proposed measures to optimize. Keywords：industrial Bank; financial products; jixian County branch; satisfaction 第 1 页 共 22 页 目 录 绪论1 1.1 研究背景1 1.2 研究目的及意义2 1.3 研究方法2 2 客户满意度研究综述2 2.1 客户满意度概念2 2.2 银行理财产品客户满意度结构模型2 3 *银行理财产品调查问卷分析3 3.1 问卷调查回收情况3 3.2 问卷调查结果分析3 4 目前*银行理财产品存在的问题5 4.1 理财产品单一，缺少个性化产品5. 4
