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基于顾客感知价值的服务营销策略研究--以延边农村商业银行为例.docx

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基于顾客感知价值的服务营销策略研究--以延边农村商业银行为例 Title:ResearchonServiceMarketingStrategiesBasedonCustomerPerceivedValue-ACaseStudyofYanbianRuralCommercialBank Introduction: Intoday'scompetitivebankingindustry,ruralcommercialbanksarefacingincreasingchallengesinattractingandretainingcustomers.Tosucceedinthisdynamicmarket,itiscrucialforbankstounderstandandmeetcustomers'expectationsbyprovidingsuperiorcustomervalue.Customerperceivedvalue,whichreferstocustomers'subjectiveevaluationofthebenefitsreceivedinrelationtothecostsincurred,hasemergedasakeydeterminantofcustomers'satisfaction,loyalty,andwillingnesstoengageinlong-termrelationshipswithbanks.ThispaperaimstoexploretheservicemarketingstrategiesthatYanbianRuralCommercialBankcanadopttoenhancecustomerperceivedvalueandgainacompetitiveedgeinthemarket. 1.UnderstandingCustomerPerceivedValue: 1.1DefinitionandDimensionsofCustomerPerceivedValue 1.2ImportanceofCustomerPerceivedValueforRuralCommercialBanks 1.3FactorsAffectingCustomerPerceivedValueinBankingServices 2.AssessingCustomerPerceivedValueofYanbianRuralCommercialBank: 2.1SurveyDesignandDataCollection 2.2AnalyzingCustomerPerceivedValue 2.3IdentifyingStrengthsandWeaknessesinCustomerPerceivedValue 3.ServiceMarketingStrategiestoEnhanceCustomerPerceivedValue: 3.1ImprovingServiceQuality 3.2EnhancingPersonalizedServiceDelivery 3.3StrengtheningRelationshipMarketing 3.4LeveragingTechnologicalInnovations 3.5PromotingFinancialEducationandLiteracy 4.ImplementationChallengesandRecommendations: 4.1OvercomingResistancetoChange 4.2AligningOrganizationalCulturewithCustomer-CentricApproach 4.3TrainingandDevelopmentProgramsforEmployees 4.4MeasuringandMonitoringCustomerPerceivedValue 5.CaseStudy:ApplicationofServiceMarketingStrategiesbyYanbianRuralCommercialBank: 5.1CaseOverview 5.2StrategiesAdoptedbytheBank 5.3ImpactonCustomerPerceivedValueandBusinessPerformance Conclusion: Thispaperprovidesinsightsintotheimportanceofcustomerperceivedvalueforruralcommercialbanksandthestrategiestheycanadopttoenhancecustomerperce