Application Study Of Customer Satisfaction In Loan Marketing By Commercial Banks

The competition structure transformation nowadays in Chinese commercial banking will definitely cause loan business to shrink. Competition in striving for valued-customers will accordingly increase. Thus, the interest income will decrease and the profit will fall. Therefore, setting the idea of loan marketing , intensifying the management of loan marketing as well as selecting marketing strategies will be necessary for commercial banks.In the process of loan marketing, how to effectively arrange marketing strategies, how to cultivate and maintain the good relationship with valued-customers are the keys to success. Because the intangibility of loan services, banks will not aware of problems in products and services if they cannot get accurate feedback from customers without delay. Only when banks can get the information timely, they are able to take measures to lower customer complaints and satisfy disappointed customers better.Research of customer satisfaction that founded on customer experience is an effective service quality management tool. To implant this method into Chinese commercial banks is the call of economical development. Although some commercial banks in China has tried to take this instrument, all of them are still on primary stage. So it is necessary for commercial banks to take steps in the research of customer satisfaction about loan business.My thesis has five parts. Part one: an outline of CS study in China and other countries. Part two: introduction about CS theories, which is the theory foundationfor further research. Part three: the necessity of implanting CS in commercial banks nowadays in China. Part four: the introduction about measure index for CS, including index setting and measure methods. In this part I tried to set up ten CS measuring indexes for commercial bank loan marketing. Part five: according to ten CS measuring indexes, I brought forth ways about how to improve CS in loan marketing.I tried some innovations in my thesis:(1)I tried to introduce CS theories into loan marketing for commercial banks;(2)I set up ten CS measure indexes and brought forth ways about how to improve CS in loan marketing.