Research To Improve The Proactive Behavior Of Customer Managers In JN Rural Commercial Bank

At present,the competition in the bank industry is increasingly becoming fierce.The JN rural commercial bank in this research is also under unprecedented pressure.On the one hand,the business scope of the traditional large state-owned banks,joint-stock banks and urban commercial banks is sinking,which is gradually encroaching on the rural areas,communities and small enterprise markets that JN rural commercial bank has been positioning.On the other hand,the Internet channels represented by Alipay and Wechat are also attracting a large number of customers.At the same time,customer demand is also changing from a single demand to diversified needs such as capital demand and service demand,which puts forward higher requirements for the initiative of bank employees,especially customer managers.At present,promoting employees’ proactive behavior in JN rural commercial bank is still challenging.On the basis of literature review,this thesis focuses on the proactive behavior of customer managers through interviews with the presidents,the heads of the business development department,and customer managers of 15 branches of JN rural commercial bank.Based on the classical incentive theory of human resource management and the proactive behavior motivation model,I construct the research model of this thesis.This thesis explores the process of initializing the proactive behavior of customer managers in JN rural commercial bank from three aspects:capability,reason,and enthusiasm.I hope to get inspiration from this research,and provide useful suggestions for JN rural commercial bank to promote the proactive behavior of customer managers.This thesis takes the implementation of senseless credit process as an example to study the improvement of customer managers’ proactive behavior.Based on the market positioning of "facilitating agriculture,rural areas and farmers,facilitating community families and facilitating small enterprises",JN rural commercial bank has vigorously supported the Rural Revitalization Strategy and practiced Inclusive Finance.JN rural commercial bank has made many explorations in order to support agriculture,rural areas and farmers,implement the Rural Revitalization Strategy and practice Inclusive Finance.The senseless credit,evolved from the whole village credit,is a relatively stable and effective policy,which has paved a relatively feasible way for Rural Revitalization and Inclusive Finance.Senseless credit is closely coordinated through the "Yinzheng Village".With the public information platform,it is based on the bank core system customer data,external big data,and centrally obtain five basic information(name,ID number,address,telephone number,household number)of the customer.Without directly contact customers,senseless credit screens data,centralized evaluating,and eliminating unsuitable credit granting personnel in the units of government agencies,enterprises and institutions,residential areas,professional markets,shopping malls,and other types of relationship web.The bank can grant credit senselessly,while feedback to the remaining customers sensibly.Senseless credit is mainly concentrated in rural commercial banks in several cities along the eastern coast,especially in Zhejiang Province,where this mode is developed early and is mainly promoted and implemented by grass-roots customer managers.What is the effect of the implementation?How about the initiatives of the customer managers?How to stimulate the initiatives of customer managers?Can this policy be used by other banks such as agricultural and commercial banks?In order to answer the above problems,this thesis takes JN rural commercial bank’s implementation of senseless credit as an example to study the improvement of customer manager’s proactive behavior.By reviewing the literature of classical incentive theory and proactive behavior motivation model,combined with the background of Rural Revitalization Strategy and the development status of Inclusive Finance,this thesis,focused on books and literature on proactive behavior and personnel incentive management,analyzes the proactive behavior of customer managers in the process of promoting senseless credit of JN rural commercial bank through interviews and investigations,and finds out the existing problems.This thesis analyzes the existing problems through the proactive behavior motivation model,and puts forward the improvement measures in combination with the AMO model,incentive management theory,the senseless credit implementation experience of other banks,and the actual situation of JN rural commercial bank.I hope to help JN rural commercial bank improve the proactive behavior of customer managers and further promote senseless credit.I also hope the research canbe helpful to the research.