Research On Retail Service Quality Evaluation And Promotion Ways Of W Bank

The opening up of China's banking sector exacerbates the inter-bank competition in the retail market. Fierce competition makes banks face greater pressure on the retail business, on the other hand to provide customers with more choice. How to retain the original high-quality customers and to attract more new high-quality customers in order to improve the competitiveness of the retail business is the urgency issues of the banks. If banks want to occupy a favorable position in the retail market competition, not only on its massive assets, network-intensive and other factors, but also depends on the banks' service quality, thus enhancing the services quality is one of the important ways to strengthen the banks competitiveness. Accurately evaluating the service quality is the premise to enhance the service quality of banks. That only an objective and accurate evaluation of the service quality, can provide a reasonable basis for enhancing the service quality of banks and carry out more targeted measures.In this paper, the retail service quality of W bank is the researching point. By means of searching a large number of documents, then find that lean thinking has been using beyond the traditional manufacturing to service industries, it makes that lean thinking can be combined with banks service quality is possible. Based on lean thinking is in order to using lean thinking to analyze the status of retail service quality qualitatively, quantitative evaluation and carry out promotion ways. According to interviews and questionnaires ,the author gets first-hand information on the retail service quality about W bank. The information lays the foundation for diagnosis and evaluation on retail service quality of W bank. This paper select the fuzzy integral evaluation method to deal with the related data, by adjusting theλvalue, figuring out the result of retail service quality of W bank. In accordance with the result of diagnosis and evaluation, this paper carries out the promotion ways to enhance the level of retail service quality of W bank.