摘要
外资银行进入中国市场,国内商业银行面临着来自各方面的竞争和挑战。银行服务作为国内银行业最为薄弱的环节,问题集中反映在五重五轻上,即重硬件轻软件、重服务形式轻服务落实、重顾客开发轻顾客忠诚、重产品开发轻顾客需求、重工作规范轻工作技能。改变现状,商业银行必须切实开展服务营销,使顾客满意,树立品牌特色服务。
With foreign banks entering China market, the domestic commercial banks now face competitions and challenges from all quarters. The service is the weakest link of commercial banks, and the problems are as follows ： the banks pay more attention to hardware, service form, finding new customers, product development and working norms hut have a disregard for software, the carrying out of service, customer loyalty, customer demands and job skills. The commercial banks have to improve the status quo by carrying out service marketing to satisfy customers and to build up the featured services of the brand.
出处
《天津商业大学学报》
2008年第4期22-24,共3页
Journal of Tianjin University of Commerce
关键词
商业银行
服务营销
措施
commercial bank
service marketing
measure
