The Evaluate Study Of Customer Satisfaction In Personal Financial Service Of Commercial Banks

With the continued development of the domestic economy, the growth of personal wealth and the full liberalization of financial markets, improving customer satisfaction level and struggling for customer resources have become an important means of competition in in the personal finance market of commercial banks,therefore,it is important practical significance to research and analysis of affect factors of customer satisfaction in Personal financial service of commercial banks in our country.According to the characteristics of personal financial services and customer satisfaction theory,we choice several factors of customer satisfaction in Personal financial service of commercial banks to establish an effective evaluation system.The introduction of AHP, the use of expert scoring and the delphi method to determine the index weight.In the choice of evaluation methods, comparative analysis of the current existing methods of evaluation, on this basis of Fuzzy comprehensive evaluation method (FAHP method) and gray relational analysis method to establish the evaluation model of customer satisfaction in Personal financial service of commercial banks.On the basis of the evaluation model ofcustomer satisfaction in Personal financial service of commercial banks,This article develope a set of questionnaires to collect data about Personal financial services customer satisfaction of three commercial banks in our Country,assemble the marks that the different types of customers of commercial banks set up,then sorting of three commercial banks's Personal financial services customer satisfaction,Results are as follows:The Personal financial services of commercial bank C get the highest comprehensive evaluation value in the aspect of customer satisfaction because its financial products quality and innovative is good;The Personal financial services of commercial bank B ranked second because of its reliability and guarantee sexually better; The personal financial services of commercial bank A get the lowest comprehensive evaluation value because of its only in weight of smaller tangible sexually better.However, it is worth noting that the comprehensive evaluation value of customer satisfaction of the three commercial banks' personal financial services are about 60,they are still in the level of general, so they need to be improved.