个人理财服务是国外商业银行中相当成熟的一项服务,而在我国才刚刚起步。本文主要从理财服务质量入手，分析影响服务质量的关键因素，揭示各个因素在服务交付过程不同阶段所起的作用并提出相应的服务营销建议，最后指出今后的研究方向。 Personal financing is a well-developed service in western commercial banks; however, it is still an emerging and immature service in China. With the beginning of the service quality analysis in personnel financing services, this article refines the critical factors effecting customer satisfaction, analyzes the different roles of these factors in different stage of service-delivery process, and finally proposes the conclusions and the direction of the future research.