銀行客戶滿意度外文文獻翻譯（節選）

1、<p>　　2400單詞，1.3萬英文字符，4000漢字</p><p>　　文獻出處：Haq, W., & Muhammad, B. Customer satisfaction: A comparison of public and private banks of Pakistan. In Proceedings of the Sixth International Conference o

2、n Management Science and Engineering Management, 2013(9):515-523.</p><p>　　http://www.wenku1.com/news/011611C989F891D3.html</p><p><b>　　原文</b></p><p>　　Customer Satisfac

3、tion: A Comparison of Public and Private Banks of Pakistan</p><p>　　Waqarul Haq and Bakhtiar Muhammad</p><p>　　1 Introduction</p><p>　　Customer Satisfaction: is a measure of how pro

4、ducts and services provide by any organization meet the expectations of a customer. It varies from person to person and service to service. A customer can be defined as a user or potential user of banking services. A cus

5、tomer would include an account holder, or a person carrying out casual business transactions with a bank. The efficiency of a banking sector depends upon how best it can deliver services to its target customers. In order

6、 to survive in</p><p>　　2 Literature Review</p><p>　　2.1 Entrance of Technology</p><p>　　Private sector Banks seem to have satisfied its customers with good services and they have b

7、een successful in retaining their customers by providing better facilities than Public sector Banks. But, still Private Banks need to go a long way to become customer’s first preference. In an economy of innovative techn

8、ologies and changing markets, each and every service quality variable has become important. New financial products and services have to be continuously introduced in order to stay competen</p><p>　　In the ba

9、nking sector it is necessary to increased adoption of technology to better meet customer requirements, improve efficiencies, reduce costs and ensure customer delight and it was the private sector and foreign banks which

10、established the technological revolution in Indian banking and considering the fact that in the new economy, mind share leads to market share and mind share is influenced not only by the promotions and advertisements but

11、 more importantly on favorable customer perception </p><p>　　The entry of information technology into the banking industry has created a revolution and it has prompted commercial banks of India to design wor

12、ld-class customer service systems and practices, to meet the growing customer needs. It is interesting to note that the results are consistent with the previous studies conducted on customer service aspects, and it has b

13、een observed that the foreign and the new generation private sector banks are serving the customers better.</p><p>　　The private sector banks are providing more satisfied ATM services then public sector bank

14、s and the customer perception about Productivity, Security and Sensitivity, Cost Efficiency, Problem Handling, Compensation and Contact services related to ATM service is very less in both the public sector and privates

15、sector banks, Therefore both kinds of banks should be aware about these facets of ATM service to improve customers’ satisfaction.</p><p>　　2.2 Customers Perceptions and Expectations</p><p>　　Qua

16、lity expectation and the valuation of services received are slightly more in the private sector banks as compared with the public sector banks. The effects for tactic since sectarian differentiation become very blurry as

17、 a result of increasing correspondence between services and struggle from linked and additional industries. Service quality is one of main elements of customer satisfaction and their intention to purchase. However, the c

18、ustomers of public and private sector banks different in </p><p>　　Private bank customers are more satisfied with the services then public banks. Managers in the banking sector undertake significant efforts

19、to conduct customer satisfaction surveys and it is appears that customers are saying that they expect good products and quality to their banks and that may the only thing important to them.</p><p>　　2.3 Imag

20、e and Reputation of Banks</p><p>　　Some publicly owned banks are scoring well among customers but overall analysis shows that satisfaction rate in customers of private banks is much higher than public sector

21、 banks and people will continue the mortgage with private banks then public because they’re impressed by the level of honesty of private banks.</p><p>　　2.4 Performance of Banks</p><p>　　After t

22、he privatizations of state-owned banks, their performances in comparison with other banking groups have increased by 95%. The performance of private banks after privatization of state banks had significant reduces and th

23、is reduction indicates that the share of the market of newly privatized state-owned banks increased. Although the performance of privatized state banks after privatization has increased significantly.</p><p>

24、;　　The economic reforms and the entry of private players have cause nationalized banks to revamp their services and product portfolios to incorporate new, innovative customer-centric schemes. Nowadays, due to the rise in

25、 competition, customer satisfaction is considered to be the most important thing in retail services but there is no noteworthy difference in customer satisfaction of public sector and the private sector banks.</p>

26、<p>　　2.5 Price and Packages</p><p>　　Cheque deposits and cheque clearing are most common services used by customers, the charges levied by the bank on these services are higher in private and foreign

27、banks then in nationalized banks. Their study also shows that the customers of public banks were not much satisfied with the behavior of employee and infrastructure, while customers of private and foreign banks were not

28、much satisfied with high charges, approachability and communication. They have also suggested that training on stress</p><p>　　Credit cards have become a part of life. In recent years there was a lot of dema

29、nd has been shown for credit cards and there is a lot of scope for credit cards business in India. The credit card holders consider eleven ’very important’ variables which “Satisfied” them are: Joining Fee, Annual fee, M

30、inimum payment due, Cash with drawal possibility, Availability of ATMs, Life Insurance Cover, Card replacement fee, Air insurance, Baggage cover, lost card liability-after losing the card and lost car</p><p>

31、;　　2.6 Location and Infrastructure</p><p>　　Good sites and suitable site of the branch are essential for bank branches for smooth operation of banking business. When the private banks were compared with publ

32、ic banks, all the private banks have excellent locations from business point of view compared to public banks in India and for providing better service to customers proper training should be given to the staff by the ban

33、ks also public sector banks should invest and concentrate more on staff development where as private sector gives mor</p><p>　　2.7 Quality of Customer Services</p><p>　　First dimension of custom

34、er satisfaction for nationalized banks is Service Orientation but, for private banks Service orientation appeared as second dimension and they focuses more on customer satisfaction and nationalized banks give more import

35、ance to Flexibility in Use of Services, Vision and Competency. Also customers of nationalized banks had not been given much importance by the executives. On the other hand customers of private banks had been offered thes

36、e services right from the beginning</p><p>　　The consumers of nationalized banks are more satisfied with service quality, than private banks and it’s required to ascertain the key success aspects in the indu

37、stry, in terms of satisfaction of customers by keeping in view the growing market size and the strong competition.</p><p>　　The Private Banks came to existence within the last ten years with the objective of

38、 to limit the government intervention in banks and from since then they try hard to obtain customer satisfaction even after a short period of existence. According to a survey the result shows that private sector banks ar

39、e more popular to obtain customer satisfaction than the public sector banks.</p><p>　　Satisfaction of customers is the most important forecaster of service quality of banking sector. Management of banks shou

40、ld confirm that the banking atmosphere should focus on quick and fair services to their customers. Public sector banks are contributing more credit facility to fishermen and farmers than private banks and the State Gover

41、nment announcement of giving the agricultural loan has given more satisfaction to the consumers of public banks.</p><p>　　The effort towards ease of banking and accessibility is preferred by the customer who

42、 is more seen in private banks then public and customer care and customer retention programs should take into consideration by public banks. In Kuwait Muslim customers are satisfied more with accessibility of ATM machine

43、s in multiple locations, funds safety, ease to use ATM machines and service quality provided, but the worse element which has been noticed in this study was that the interest rate on loans, which</p><p>　　So

44、me of the respondents choose the SBI bank is because the bank is proving more ATM facility to the customers and many of the respondents are saying the reason to choose the services of the SBI bank is because they are goo

45、d in efficient customer service but many of the respondents are not aware of the many services provided by the SBI bank. The few are deposit of cash in ATM, request for cheque book in ATM, end of the day balance in mobil

46、e, etc. While some of the respondents choose the ICICI ban</p><p>　　3 Research Framework</p><p>　　A research framework has been developed to compare customer satisfaction among private and publi

47、c sector banks of Pakistan which includes research methodology, research model and questionnaire.</p><p>　　3.1 Methodology</p><p>　　A method has been designed to meet the objectives of research.

48、 For this purpose a questionnaire has been adapted from three different research studies [6, 20, 21] and circulated in 5 different cities of Pakistan (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar). This questionnai

49、re consists of two different parts. The first part is showing respondents personal data such as gender, bank type, income, age, qualification and the second part asked respondent to rate their satisfaction level to the&l

50、t;/p><p>　　3.2 Background of Respondents</p><p>　　The first part of this questionnaire was designed to collect personal information of respondents such as their gender, age, bank type, income and q

51、ualification and the investigation shows that 65% of the respondents are male and 35% are female of which, 42% of the respondents are having their account in public banks and 58% have their account in private banks. 72.6

52、% respondents are from age group 18-25 years,16.9% are from age group 26-33 years, 5.7% are from age group 34-41 years, 1.7% is from </p><p>　　4 Conclusion</p><p>　　Above analysis shows that cus

53、tomer satisfaction vary according to the nature of the services and in this case, highest customer satisfaction is shown in such areas like price charged by banks is nominal, convenient location of bank branches and staf

54、f attitude toward problem solving of customers. When the private sector banks are compared with public sector banks, private bank customers were more satisfied with their bank because of their multiple branches at conven

55、ient locations and technology (</p><p>　　5 Limitations of the Study</p><p>　　Four limitations have been observed during this research. First, the research only focuses on public and private bank

56、s, other banks like Foreign and Micro financial institutions that also plays good role in Pakistani banking industry, has not been included in this research. Second, a limited number of cities were covered in this resear

57、ch (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar only). Third, the sample size and actual respondent numbers were limited because of limited time period. Fin</p><p><b>　　譯文</b></p>&

58、lt;p>　　客戶滿意度:巴基斯坦公共銀行和私人銀行的一個比較研究</p><p><b>　　哈克; 巴赫蒂亞爾</b></p><p><b>　　引言</b></p><p>　　客戶滿意度:可以用來衡量任何組織提供的產品和服務是否能滿足客戶的期望。它因人而異和因服務而異?？蛻艨梢远x為銀行服務的一個用戶或潛在

59、的用戶?？蛻舭ㄙ~戶持有人或在銀行有業務往來的人。銀行業的效率取決于如何最好地位目標客戶提供服務。為了能夠在競爭日益激烈的環境中生存，并提供持續的客戶滿意度，銀行需要持續地提高其服務的質量。在銀行業務中，只要客戶維系增長5%，那么就可以獲得35%的盈利。</p><p><b>　　2文獻綜述</b></p><p><b>　　2.1技術準入</b&

60、gt;</p><p>　　私人銀行似乎已經能夠提供良好的服務，滿足客戶的期望，他們已成功地留住顧客，通過提供更好的設施，相比于公共部門銀行。但是，私人銀行要想成為客戶的第一選擇，仍然有很長的一段路要走。在技術不斷創新的經濟和不斷變化的市場環境中，每一項服務質量都變得很重要。必須不斷地推出新的金融產品和服務以保持競爭優勢，私人銀行的主管需要更多關注他們的信貸設施和保險服務，因為客戶對于公共銀行和私人銀行都有的設施

61、沒有一個很好的意見，私人部門銀行需要不斷地提高他們的服務質量，改善基礎設施，以及對給員工適當的進行軟技能培訓。</p><p>　　銀行業有必要通過增加技術創新來更好地滿足客戶需求，提高效率，降低成本，確保私營部門和外資銀行的客戶能夠滿意銀行的服務。通過促銷和廣告可以提高市場份額，但更重要的是基于客戶滿意度的，對產品、服務的良好的客戶感知。</p><p>　　相比于公共部門銀行，私營部門

62、銀行能夠提供更滿意的自動存取款ATM服務，和有關于安全性和敏感性、成本效率、問題處理、賠償和服務聯系的客戶感知。這些服務在公共部門和私人部門銀行都比較少，因此這兩種類型的銀行都應該意識到這些方面的ATM服務，以便提高客戶的滿意度。</p><p>　　信息技術的不斷發展為銀行業帶來了一場革命，它促使印度的商業銀行設計了世界一流的客戶服務系統，以滿足不斷增長的客戶需求。有趣的是，與以前的對客戶服務方面進行的研究結果

63、是一致的，而且研究結果表明，外國和新一代的私人部門銀行能夠更好地服務于客戶。</p><p>　　2.2客戶感知和期望</p><p>　　相比于公共部門銀行，客戶對私營部門銀行的質量期望和服務是稍微較高點的。因為派系分化的影響，不同性質的銀行間的策略變得非常模糊，其結果就是增加了不同性質銀行之間服務的一致性。</p><p>　　服務質量是顧客滿意度的主要元素之一

64、，反映了他們的購買意圖。然而，公共和私人部門銀行的客戶，有著不同的感知服務質量。私人銀行致力于提供更好的服務質量、有效性和便捷性；而國有公共部門銀行則專注于更好的價格和大眾化服務。</p><p>　　在私人銀行，客戶能夠獲得更滿意的服務質量，相比于公共銀行的服務。銀行業的經理承擔著努力開展客戶滿意度調查的重大責任，對他們來說，客戶滿意于他們銀行提供的產品和服務，這可能是最重要的。</p><

65、p>　　2.3 銀行的形象和聲譽</p><p>　　對于一些國有銀行，客戶的評價都還不錯，但是總體分析表明，在私人銀行的客戶滿意度遠遠高于公共部門，客戶將繼續在私人銀行進行抵押貸款，因為他們對私人銀行的誠信水平更加信賴。</p><p><b>　　2.4 銀行的績效</b></p><p>　　國有銀行私有化后，其績效與其他銀行集團相

66、比增加了95%。而私人銀行國有化后的績效則顯著的降低，這表明，國有銀行私有化后的市場份額會顯著增加。</p><p>　　經濟改革和私人銀行的參與，導致國有銀行改革他們的服務和產品組合，制定新的、創新的以客戶為中心的計劃。如今，由于競爭的增加，客戶滿意度被認為是最重要的事情，對于零售服務來說，但在公共部門和私營部門銀行的客戶滿意度之間，并沒有顯著差異。</p><p><b>　

67、　2.5服務手續價格</b></p><p>　　支票存款和支票結算是銀行提供給客戶的最多最常見的服務，在私人部門銀行和外資銀行，銀行對這些服務的費用征收相比于國有化銀行，是更高的。他們的研究還表明，公共銀行的客戶不滿意銀行員工的行為和銀行的基礎設施，而私人和外資銀行的客戶則不滿意其服務費用高、不過其員工易接近和溝通。他們的研究還表明，壓力管理培訓以及如何與公眾打交道等知識，應該傳授給國有銀行的員工，

68、國有公眾銀行還需要改善基礎設施和氛圍，只有這樣才能與私人和外資銀行競爭。</p><p>　　信用卡已經成為生活的一部分。近年來已被證明，客戶對這方面有很多需求，銀行的信用卡和信用卡業務有很大的發展空間。信用卡持有者認為有11個“非常重要的”變量，它們是:加入費、年費、最低還款額、現金提款可能性、自動取款機的可用性、人壽保險、卡更換費用、航空保險、卡丟失的責任等。</p><p>　　2.

69、6位置和基礎設施</p><p>　　良好的網點和合適的分支銀行的位置是必不可少的考慮因素，對于銀行的分支機構銀行業務的順利運作來說。當私人銀行與國有銀行相比，所有的私人銀行有良好的分支地點，從業務的角度相比，公共銀行需要為客戶提供更好的服務，以及給員工適當的培訓，公共部門銀行應該比私營部門更關注員工的發展，也要重點關注基礎設施建設方面。公共銀行的剛性政策導致了更多客戶的不滿，而對私人銀行的服務滿意度比較高的一個

70、關鍵因素。</p><p><b>　　2.7客戶服務質量</b></p><p>　　對國有化銀行來說，客戶滿意度的第一維度是服務導向,但私人銀行則會將服務導向作為第二維度，他們更關注于客戶滿意度，相比于國有化的銀行來說，他們能夠提供更多樣、更靈活的服務。而國有化銀行對客戶也沒有足夠的重視。另一方面，私人銀行的客戶從一開始就可以享有這些服務，因此，私人銀行的客戶更滿

71、意。</p><p>　　相比于國有化銀行，私人銀行的消費者更滿意于其服務質量，這也是其成功的關鍵方面，在客戶滿意度方面能夠保持競爭力，以應對市場的增長和強勁的市場競爭。</p><p>　　私人銀行在過去十年內受到了政府的干預限制，從此后他們更加努力獲得客戶滿意。據一項調查結果表明，私營部門銀行比公共部門銀行更受歡迎，獲得更高的客戶滿意度。</p><p>　　顧

72、客的滿意是預測銀行業的服務質量的最重要的標準。銀行管理應意識到銀行應該專注于快速的和公平的服務，提供給他們的客戶。公共部門銀行信貸安排給漁民和農民的貢獻超過私人銀行，國家政府也宣布給予農業貸款，也是公共銀行的消費者滿意度得以提高。</p><p>　　努力提高銀行服務的便捷性是首選的要求，對于公共銀行來說，更多顧客的愿意選擇私人銀行的最重要原因就是銀行服務的便捷性，公眾銀行應考慮到這方面的因素。在科威特，穆斯林客

73、戶滿意于在多個區域的可便捷訪問的ATM機，資金安全，獲得了更高的服務質量,但本研究中發現，更糟糕的是地方是貸款利率，在科威特的大多數客戶希望銀行能夠提供更多的貸款。服務質量是顧客滿意度的一個重要特性，銀行業無論公共部門和私營部門銀行，客戶的滿意都是很重要的。</p><p>　　一些受訪者，之所以選擇了國家銀行銀行，主要是因為國有公眾銀行能夠提供更多的ATM設備，客戶和許多受訪者說，這是他們選擇國家銀行的理由，因

74、為這樣可以很好地提供高效的客戶服務，但許多受訪者都不知道國有銀行有些服務不能提供。很少有ATM具備現金存款服務，支票在ATM上不能使用等。而一些的受訪者選擇ICICI私人銀行是因為，銀行更可靠，許多受訪者表示之所以選擇ICICI私人銀行，是因為他們的服務高效，特別是在面對客戶服務和高效的投訴處理方面。所以銀行互相競爭的還有一個方面就是國有銀行在客戶投訴處理等方面相比于ICICI銀行還不夠好。</p><p>&l

75、t;b>　　3研究框架</b></p><p>　　本文開發了一個研究框架，用來比較巴基斯坦私人銀行和公共部門銀行的客戶滿意度，包括研究方法、研究模型和問卷調查。</p><p><b>　　3.1研究方法</b></p><p>　　設計了一個研究來滿足研究目標。為此問卷被改編自三個不同的研究，來源于巴基斯坦5個不同的城市

76、(蘇庫爾，拉合爾，伊斯蘭堡，拉瓦爾品第和白沙瓦)。此問卷由兩個不同的部分組成。第一部分顯示了受訪者的個人資料，如性別、銀行類型、收入、年齡、資質；第二部分則現實了客戶對銀行評價的滿意度水平，從“強烈同意”到“強烈不同意”，以及導致與客戶建立穩固的關系的變量，如價格、可靠性、技術、客戶服務、位置和基礎設施等。此問卷給了500個不同的受訪者，其中，收回有效問卷351份。大部分的問卷是受訪者本人填寫，還有一些則是朋友或家人寫的。</p&

77、gt;<p><b>　　3.2受訪者的背景</b></p><p>　　此問卷的第一部分旨在收集受訪者的個人信息，比如:他們的性別、年齡、銀行類型、收入和資格，調查顯示，65%的受訪者都是男性，35%是女性，42%的受訪者是公共賬戶銀行客戶，58%的人則是私人銀行客戶。72.6%受訪者來自年齡在18 - 25歲之間，16.9%是年齡26-33歲之間，5.7%來自41歲，1.7

78、%來自年齡組42-50歲，3.1%來自年齡組51歲多。只有0.6%是具備大學考試資格,1.6%是大學生，4.4%受訪者處于兩者之間，76.2%和17%受訪者是大學畢業生。收入部分，26%的受訪者有不到2萬收入,11.8%有2 – 3萬, 18.5%的是3 - 5萬，以及33.5%的是5-10萬，只有10.2%的受訪者月收入在10萬以上。</p><p><b>　　4結論</b></p

79、><p>　　以上分析表明，客戶滿意度根據服務的性質不同而浮動，最高的客戶滿意度主要在于這些方面，銀行名義上收取的費用，銀行分支機構方便的區域位置和工作人員解決客戶問題的態度。在私營部門銀行，與公共部門銀行相比，私人銀行客戶更滿意于他們的銀行，因為他們的多個分支機構都是建在方便的區域位置，以及銀行使用的技術(如支票存款機、帳單接受機等等)，好于公共部門銀行。但是，當我們談論公共部門銀行時，客戶更滿意于銀行的聲譽、可靠

80、性和公共部門銀行的服務費用，如支票/現金存款和支票/現金收回等手續費(研究部門，在公共部門銀行的費用低于私營部門)。當我們比較兩種類型的銀行在客戶關懷服務方面，私營部門銀行比公共部門銀行更加獲得客戶的青睞。雖然整體看，公共和私營部門銀行的客戶都滿意于他們的銀行，但公共和私營部門銀行都應該專注于他們的薄弱區域，以滿足顧客的期望，本研究為銀行管理者們提供了一些指導方針，以便銀行管理者采取適當的決策，以不斷提高客戶服務水平。</p>

81、;<p>　　5本文的不足及局限性</p><p>　　本文的研究有四個方面的局限性。首先，研究只側重于公共和私人銀行，對于其他銀行，比如：外國和微型金融機構在巴基斯坦銀行業也起到良好的作用,但是沒有被納入本研究中。第二，這項研究涉及的城市數量是有限的 (蘇庫爾,拉合爾,伊斯蘭堡,拉瓦爾品第和白沙瓦)。第三，樣本大小和實際被調查者人數有限，因為時間有限。最后，銀行對我們的調查研究并沒有完全開放，我們