Study On Service Quality Measurement Of Commercial Banks

With the reform of the financial industry, the competition of the commercial bank is increasingly vigorous. Providing the high-quality service has already become main means that obtain the competitive advantage. Therefore, It's very important to set up the evaluation system of the commercial bank service quality.Taking the commercial bank profession as the research object, the author studies the foreign service quantity theories and develops the service quality evaluation scale-BSQM. Main work and result as follows:1. According to the latest service quality theories, the author deeply analyzes the concept of service quality and makes a further analysis about the service quantity's dimensions. In addition the author uses the function-model and the technique-model to describe the customers-perceiving service quality of the commercial bank.2. The author summarizes and compares several main approaches to measuring service quality. As a result the author gets the SERVQUAL's advantages and determines it as the theories foundation when developing the proper scale BSQM.3. To resolve the actual problems of China's commercial banks, the author presents a measurement index system, on the basis of which , the author makes a survey to Banks' customers. In final analysis of the data obtained through the survey, the author identifies the high reliability and validity of multiple-dimensional scale i.e. BSQM.4. On the basis of the research, the author brings forward suggestions that how the multiple-item scale can be applied to Banks in China to help the banks improve their service quality.The BSQM have the strong function and maneuverability and it can contribute to the bankers better understanding customers' need and help them enhance the service quantity.