The Assessment On The Customer Satisfaction Of Commercial Banks

With the opening of the financial market of China, the deregulation of financial sector and the severe competition in financial industry, improvement on 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 domestic 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 banks.This paper conducts an empirical research in order to identify the key factors which could influence customer satisfaction in banking in China, and a feasible index system to be evaluated was established.The factors which would influence the customer satisfaction of banks were chosen according to the features of the commercial banking in China to build a valuable evaluation system in the paper. Then the Analytic Hierarchy Process (AHP) was introduced in the mathematical modeling process of the evaluation system to decide the AHP weight of every factor. Because of the limitation of AHP, the entropy method was also used to calculate the entropy weight of same factors to rectify the AHP method, and the final weight of factors were got through the combination of both methods at last.In the paper, a series of questionnaire which are sent to customers in different age and consumptive levels were also included in which the collected data of the satisfaction to the 6 domestic banks in China has been used to evaluate the comprehensive customer satisfaction. Then, the reasons of different customer satisfaction to the 6 banks were analyzed and the diverse capital using and developmental direction were also considered.Based on the given importance of the indexes, the strategy and suggestions to upgrade the customer satisfaction were put forward to commercial banks and also some concrete measures in making a useful service system, diversifying needing of customers and establishing a service culture etc in the end of the research. This paper is for the research of the customer satisfaction in banking through the analysis in established model by the combination of the AHP and entropy methods. Real data was used to testify the veracity and feasibility of the model. The conclusion of the thesis could be used to understand the advantage and disadvantage of banks in the domestic banking industry, and to realize the demand of customers.