An Empirical Research On Factors Influencing Customer Satisfaction In Retailing Banking In China

With the open of financial market of China, the deregulation of financial sector and the severe competition in China's financial industry, improving the degree of customer satisfaction has become one of the most important measures for native commercial banks to enforce competitiveness. Currently, there is a gap between China's banking and advanced banking in developed countries in terms of customer satisfaction management. Therefore, it is much worth analyzing the factors which could influence customer satisfaction of China's banks.This research conducts an empirical research in order to identify the key factors which could influence customer satisfaction in retailing banking in China. Firstly, it develops a new questionnaire based on literature review, and then applies factor analysis with small samples to identify and assort the items. After reliability and validity test, basic assumptions are promoted. Then the initial Structure Equation Model (SEM) of relationship between factors and customer satisfaction in retailing banking is built according to the assumptions, and large samples are used to assess and modify the initial model and finally to test the assumptions.According to the this research, factors defined as products, personnel behaviors and personnel capabilities have significant passive impacts on customer satisfaction in retailing banking in China. Furthermore, the analysis of path coefficient in SEM discovers that the factor of products has a relatively larger influence than factors of personnel behaviors and capabilities. The factor of products includes whether the personnel appear to be friendly, polite, responsive and considerate. The factor of products includes whether a bank offers special, multifarious, high-tech contained products, and whether the products are well promoted. The factor of personnel capabilities is measured by whether personnel have sufficient skills and knowledge, whether they are good at personal communication, whether they do business efficiently and whether they never make customers wait for a long time.Therefore, in order to make customers of retailing banking more satisfied, native banks must enhance the power of technology innovation and product promotion, and regulate the personnel behavior to improve the quality of service, and improve the personnel's qualification and professional skills.