Research On Marketing Strategy Of Customer Satisfaction For Agriculture Bank Of China Shaanxi Branch Personal Financial Business

Today, customer satisfaction becomes one of the important marketing targets of the modern enterprises. In Shaaxi province, compete vehemently among each commercial bank in the personal financial business field. Because of the traditional marketing method exists problems, result in the degree of customer satisfaction of Agriculture Bank of China Shaanxi Branch personal financial business being lower.The purpose of this research is establishes the marketing strategy of customer satisfaction for Agriculture Bank of China Shaanxi Branch personal financial business, then increases degree of customer satisfaction. Its meaning consist in helping Agriculture Bank of China Shaanxi Branch increasing the degree of customer satisfaction, replying vehement competition, and realize the good social performance and the economic benefits.The main contents of this thesis are: First, analyzing the main factors that decide the personal financial business customer satisfaction of domestic commercial banks. Then, according to these factors, analyzing the main reasons that result in the degree of customer satisfaction of Agriculture Bank of China Shaanxi Branch personal financial business being lower. Last, according to modern marketing manage theories and the realities of Agriculture Bank of China Shaanxi Branch, bringing upthe concrete marketing strategy of customer satisfaction of Agriculture Bank of China Shaanxi Branch personal financial business.The research result is as followed: First, the main factors that decide the personal financial business customer satisfaction of domestic commercial banks: Whether the bank executes available customer subdivision and provides the different service\ Whether the positions of business offices are reasonable\ How employees service attitude is\ Business processes are efficient or not\Products are various or not\ Whether customer feel the retail tunnel various and convenient enough etc. Second, the main reason of result in the degree of customer satisfaction of Agriculture Bank of China Shaanxi Branch personal financial business being lower: Attach importance to no difference marketing, and neglect the customer's expectation\ The structure of marketing organization is not reasonable, the efficiency is lowly, and the customer transacts the business with taking a lot of time and making much adoYThe retail tunnel is too single, and the positions of business offices are not reasonable etc. Third, the marketing strategy of customer satisfaction for Agriculture Bank of China Shaanxi Branch personal financial business: Executes the available customer subdivision and provides the different serviceMntegrates and reconstructs the marketing organization and the business process regarding customer as the centerUntegrates and reconstructs the retail tunnels, and make the positions of business offices reasonableMntegrates and innovates the products of personal financial business etc.