A Study Of Chinese Comercial Bank On Service Encounter

With the continued development of service industry, consumers are becoming more and more dissatisfied with and resentful at the service quality and personal service encounters of banks. The encounter between customers and bank employees is a key component of the bank service quality. Good encounter may bring banks a competitive advantage, and usually will lead to repeated purchases and positive feedbacks. Feced with the market challenges, it is an inevitable choice for the commercial banks in China to improve the service quality as soon as possible, resolve the prominent issues, create service brands, and build a comparative advantage. It is also one of the important issues for us to solve.With regard to the exsiting problems with service encounters, the thesis, by exploring the service encounter of banks and service quality and analyzing the relevant variables along with the status quo and the typical cases of banking services at home and abroad, researched and explained the effects of visual elements of service encounters on thecompetitiveness of a bank. First of all, the thesis reviewed the development and the status quo of the service encounters; explores specifically the threads and the reality of the thoeris, including the connotation and the extension of the service encounters, the management of service points and the evaluation methodology, the types of customer emotions and its influencing factors, the connotation of satisfaction and its influencing factors. In this way, the thesis elaborates on the theoretical basis and illustrates the working process and the importance of service encounters of a bank. Second, the thesis conducted a brief review and analysis of the philosophy of the management of service encounters in Citibank; stated the concept of Service Encounter Visualization; studied the hypothetical relations among such variables as visual elements of service encounters, customer emotions, and satisfaction.By analyzing and combing related literatures, identifying the interacting relations among the variables, the thesis laid a theoretical foundation for the design of the overall conceptual model. Third, the thesis conducted an empirical test on the process of increasing satisfaction through service encounters, the visualization of the service encounters, and the intermediary role of the emotional contagion factors; explored the theorectial innovation in Service Encounter visualization. The last part of the thesis analysed the visualization of the service encounters and the ways to improve satisfaction, proposed some advice for the improvement of service quality based on the visualization service encounter model of the bank, and how to optimize the visualization effects of the service encounters through strengthening the management of emotions.To conclude, the thesis holds that the bank could influence customer satisfaction by the effective control of visual elements of service encounters. Good visual elements of service encounters can arouse positive consuming emotions among the customers and help promote their satisfaction about the bank, so that the customers will choose the bank services again in the future, recommend the bank to other customers, and enhance their interactions and cooperation with the new business and employees of the bank, finnally increasing the customer share and profitability of the bank.