Research On Customer Satisfaction Degree Test Of Private Banking In The State-owned Commercial Bank

The product and service are the most important content and representative form of the core co mpetitive ability in the modern commercial banks. To acquaintance with the customer satisfaction degree to the products and service provided by the banks thus to have a good command of the direction and content of the innovation and improvement is extremely important to strengthen the banks'core competitive ability. At present, the state-owned commercial banks trace the customer satisfaction degree mainly through the request and suggestion system and the mysterious customers. These two methods cannot compr ehensively and scientifically evaluate how the customers react to the bank services. As the general applied method of the foreign commercial banks, the customer satisfaction degree test can overcome the shortcomings of these two methods and objectively eva luate the customer satisfaction degree. The customer satisfaction degree test is still at the theoretical research and probing stage. Therefore, to construct a set of unified and regulated customer satisfaction index evaluation system and to absorb the satisfaction degree into the normal operation is imperative for the state-owned commercial banks. I. The Significance of the Customer Satisfaction Degree Test First, to carry out the customer satisfaction degree test, adjust the present products and service accordingly and to reform with endeavor of the aspects that the customers care about most is very significant to elevate the customer satisfaction degree and loyalty degree and thus the profit level. Second, the constructed evaluation index system of the customer satisfaction degree test is a management tool that can be quantified, thus it realizes the transformation from the internal evaluation to external evaluation and from the random evaluation to the regulated evaluation, and it actually enables the enterprise to objectively and impartially to evaluate the enterprise image, its products and service. In this way, it provides a scientific and effective support to the management and policy-decision. Third, to carry out the customer satisfaction degree test, to communicate the research results in the interior of the enterprise and to improve the imperfect makes the working staff realize the importance of the customer service and stimulate them to work harder by directly connecting their interests with their service standard, working attitude and behavior. Meanwhile, to connect the achievements assessment with the customer satisfaction degree and directly connect their interests with the service standard, their working attitudes and behavior will stimulate the working staff to work harder with more enthusiasm. Finally, through the customer satisfaction degree test, one can witness the change of the enterprise management levels and analyze the distance between the enterprise display and the customer expectation and the difference among the counterparts. This will be beneficial to dig out the customer's potential need, discover the opportunity to elevate the products and services, improve the measures and adjust the sales strategy, which will strengthen the market competitive ability. II. The Evaluation Index System of the Customer Satisfaction Degree of the Private Banking The evaluation index of the customer satisfaction degree applies the multi-tier placement. The evaluation index can be divided into four tiers. The index of each tier is unfoldedfrom the index of the last tier while the index of the last tier will be reflected through the evaluation results of the index of the new tier. The first-grade index is the ultimate evaluating aim, i.e., the customer satisfaction degree. The second -grade index is the decisive factor from which the reaction of the customers towards the bank can be perceived. It is the decomposition of the first-grade index. It involves three indexes: the enterprise image satisfaction index (used to evaluate the bank management concept and the overall customer satisfaction degree imposed by the visibility and audibility of the outer image) ,the product quality satisfaction degree (used to evaluate the overall customer satisfaction degree to the bank products) ,the service quality satisfaction index (used to evaluate the overall customer satisfaction degree to the bank services. The third-grade index is the specification of the second-grade index, reacting the customer satisfaction degree to the bank's display and its counterparts'display. It decomposes the enterprise image satisfaction index into the social image satisfaction index ,the visual image satisfaction index and the famous brand satisfaction index, the product quality satisfaction into the product function satisfaction index,the communication quality satisfaction index and the service price satisfaction index, and the service quality satisfaction index into the service environment satisfaction index ,the service facilities satisfaction index, the staff image satisfaction index, the service efficiency satisfaction index,the staff service attitude satisfaction index,the staff service quality satisfaction index,the safety satisfaction index and the website placement satisfaction index. The third-grade index is transformed into the measurable fourth-grade index through the observation variables, thus it is elevated into the questions on the questionnaire. Theseobservation variables include: the customers'overall evaluation of a certain index,the customers'expectation of a certain index,the customer satisfaction degree evaluation of a certain index satisfying their needs ,the customers'reliable evaluation of a certain index ,the customers'important evaluation of a certain index and of the counterparts'display. III. The Customer Satisfaction Degree Test Method After the establishment of the customer satisfaction degree index system, the customer satisfaction degree should be tested through the questionnaire. The main procedures are: First, design the research questionnaire. It adopts the method of 10-level rating scale to have the customers answer the questions on the questionnaire. Second, choose the research method. According to the aims of the test, the random sampling methods such as the simple random sampling ,the stratified random sampling and the cluster sampling can be applied. The percentage method or the average rate method can be employed to define the sampling capacity. Then, the personal interview, the telephone interview, the retention questionnaire and the postal questionnaire can be adopted to spread out the questionnaire research. Third, process the data and analyze the statistics. After the examination and arrangement of the collected questionnaires, generally speaking, the SPSS statistical software will be applied to input the data. The statistical method depicted in the SPSS software will be applied to add up the different evaluation indexes to analyze the date. Fourth, apply the Kano customer satisfaction model and compute the customer satisfactio n degree according to the answerers'importance degree and satisfaction degree to a certain index of the bank. Fifth, employ the factor importance inference model to analyze the research results, define the factors for which the bank needsthe urgent impro vements and analyze the counterparts. Sixth, continue the customer satisfaction degree test successively. Determine the test frequency according to the stable status, the market competitive situation and the achievements assessment frequency of the customer satisfaction. IV. The Market Research of the Customer Satisfaction Degree of the Private Banking The research is carried out in order to understand the customer satisfaction degree to the private bank business and to find out the shortcomings of the pres ent service. Meanwhile, to compare with the counterparts, to define the advantage, disadvantage and to search for the improvement direction, a state-owned commercial bank carries out the market research of the customer satisfaction degree in Chang chun. This research objects are the private bank business customers of this state-owned commercial bank in Chang chun. The research adopts the stratified random sampling method with 300 sampling quantity, among which VIP customers occupy 30% and the ordinary customers occupy 70%. The research spreads out tier by tier to the questions on the questionnaire according to the customer satisfaction degree evaluation index system of the private banking constructed in this article. Through the arrangement, the data input and analysis of the questionnaires, adopting the computation method of the customer satisfaction given out in this article, the customer satisfaction degree of the private banking of this bank in Chang chun is 74.7%. Its competitive advantage embodies in the product quality and the service efficiency. Its disadvantage lies in the service attitude. The service attitude should be the prior factor to be improved. Through analysis, suggestions for elevating the customer satisfaction level of this bank come as follows: first, fully...