Study Of Service Environment Dimensions Measurement And Its Impact On Satisfaction In Bank Sector

The banking industry in a country's economy plays a vital role in financial intermediation. After nearly 60 years'development, especially in the past 30 years, China's banking sector has entered a boom, rapid and efficient development stage. Especially in the past few years, due to rapid economic growth and lax monetary policy, China's banking sector maintained a momentum of rapid expansion. However, compared with foreign financial enterprises, Chinese-funded banks is to resolved the problems that they lack the experience in engaging in international business , administration and institutional and industry concept in arrears. In these banks, state-owned commercial banks (the Industrial and Commercial Bank of China, China Construction Bank, Bank of Communications and Agricultural Bank) are the leaders obviously in size, brand and so on. Nevertheless, because of the chaos in the internal management, the quality of the staff shortage, knowledge and skills, such as a single structure of the shortcomings, compared with the developed countries banks, the state-owned banks' service quality has been in the lower level.In order to change this situation, the bank put forward the slogan in 2006: "to improve service environment, improve service quality, thus enhancing customer satisfaction". As opposed to tangible products, as the intangible services, customers will be difficult to select and evaluate a particular service. In order to overcome this situation, enterprises need to provide service, high-quality visible display to make up for the shortcomings of services. For this, service providers should be adopted to provide visible display at different levels and different perspectives to strengthen the communication and interaction with customers, thereby enabling customers to make the right selection and evaluation on services.In order to do an in-depth research on the relationship among services environment, quality of service, the relationship, this study adopted approaches of theory development and empirical study. First, through literature review and theory analyzing, the study combined scholars' research results on service environmental dimension, to build services environment five-dimensional model. Then, on this basis this study built services environment, quality of service impacting on customer satisfaction theoretical model. Then, it used empirical research to verify service environment dimension model. Also, the Hypothesis between service environment and customer satisfaction would be tested. This study will mainly use descriptive statistics, reliability testing, factor testing and structural modeling.Through testing model and hypothesis, the conclusion of this paper can be list as follows:At first, the five basic dimensions of service environment are in line with of the reality of China banking sector. In this study, service environment were divided into space layout, signs, facility, ambient conditions and customers states. Through reliability testing, the study filtered the scale, and through confirmatory factor analysis, the five-dimensional model fit well for the data.Secondly, service environment has a positive impact on customer satisfaction. Based on the dimensions of service environment, this study used empirical research to test the relationship between the empirical study, and found that space layout, facility and customer states had a direct impact on satisfaction; signs and ambient conditions influenced satisfaction indirectly through service quality.Moreover, service quality has a positive impact on satisfaction. In this study, service quality is divided into two dimensions: technical quality and functional quality. Through empirical study, it found that technical quality and functional quality have positive impact on satisfaction directly.Lastly, the conclusion of the study enriched the relevant theoretical research, and put forward guidance for the practice of corporate marketing proposals.The main innovation includes: On the one hand, this study used the latest research results in China and abroad, measured the variables of various dimensions. Also, the variables were selected to provide a suitable indicator for the banking industry. On the other hand, this research studied the impact mechanism model, and found that service environment influenced the customer satisfaction through service quality indirectly. The collected samples are too concentrated because of the limited conditions. At the same time, this study did not study consumer sentiment effect in the service environment impacting on customer satisfaction.And there is no research to expand service environment for consumers buying behavior, so these aspects can be used as the future research.