The Research On Customer Zone Of Tolerance Of The Stateowned Commercial Bank

The zone of tolerance has emerged from both the service quality and customer satisfaction literature. The previous researches, the customers' expectation is the contrastive standard of service evaluation of customer. In 1993, some researchers, like Zeithaml pointed out that the gap between Desired Service exepectation level and Adequate Service exepectation level is called customers' Zone of Tolerance.All the hypotheses in this study derives from satisfied related literature of concerning evaluation of service quality and customer satisfaction. The contents of this research work includes only a few aspects as follows: (1)The relationship between stateowned commercial bank customers' zone of tolerance and essentiality of each service dimension; (2) The relationship between the stateowned commercial bank customers' zone of tolerance and the customer perceived the number of substitute service; (3) The relationship between the disposition of the customer towards the service and customer zone of tolerance.Corresponding to the three aspects above; this study takes retailing customers of state-owned commercial banks in Chengdu as sample. Based on interview and literature review, scale items were designed. By the pre-survey, the author tests the reliability of the questionnaire. While collecting datum formally, the author distributed the questionnaire by convenient sample. A total of 400 questionnaires were distributed to retail customers of state-owned commercial banks in Chendu, and the valid were 352.The research uses SPSS 12.0 statistical software to analyze the survey data, and came to the following conclusions: (1) Customers have zones of tolerance which vary for different service dimensions; in particular zones of tolerance are narrower for essential dimensions than for less-essential dimensions. (2) Customers' adequate or minimum expectations are higher for essential dimensions than for leas-essential dimensions; (3) customers who are more favourably disposed towards the bank service have a higher level of adequate expectations and a smaller zone of tolerance;...