Study On Perceived Service Quality Of Baoshang Town Bank

In recent years, the financial market has developed rapidly and the competition between each bank is becoming increasingly fierce. The town bank, as a new-type bank, is in a weaker position in both funds and public recognition. In this case, to get long development, the town bank must start with the improvement of its service quality to increase customer satisfaction, to retain existing customers and to attract new customers. Therefore, this paper carries qualitative and quantitative analysis on service quality status in quo of Baoshang Town Bank, striving to provide direction for the future improvement of its service quality.The service quality research of Baoshang Town Bank of this paper is carried on from two aspects. First, designing a service quality scale based on the customer satisfaction questionnaire survey and analyzing the service quality scale correlatively. Second, combining with service quality gap model and finding out service disparities in order to provide direction for the future service improvement of Baoshang Town Bank. The specific measures are as follows: this paper starts from the management reality of Baoshang Town Bank, designs customer satisfaction investigation questionnaire based on literature review and previous spot interview, and collects relevant data through random-providing and spot-recycling. The data processing of questionnaires collected back uses factor analysis. Combining the data processing results, the service quality scale suitable for Baoshang Town Bank is established. The weights of each factor in service quality scale can be calculated through principal component analysis, and the index weight quadrantal diagram can be mapped out. Accordingly, relevant analysis of the service quality scale can clear the advantages and disadvantages of Baoshang Town Bank. The service disparities of Baoshang Town Bank are analyzed and corresponding remedy measures are put forward. Analysis of the service gap model can provide certain basis for the development and decision-making of Baoshang Town Bank from macroscopic view.Based on the research and analysis of service quality status of Baoshang Town Bank, research content and achievements of this paper are summarized, existing problems are pointed out in the paper.