Based On Customer Satisfaction Index, Enhance Marketing Service Research Capabilities Of China's Commercial Banks

The customers are the main resources of commercial banks. Although customers were silenced meeting the disappointed services, they have the opportunity to choose other banks, so contesting the customers is the focus of competition in commercial banks, and that bank can successfully occupy the customers'resources is decided by the customer satisfaction. To commercial banks, the customer satisfaction index is the degree of the customer satisfaction to the banks'products or services. Only by standing at the customer's perspective to increase the customer satisfaction index, the commercial banks can development healthily in the fierce competition.Based on the analysis of the customer satisfaction index at home and abroad, and with the specific circumstances of China's commercial banks, this dissertation studies deeply our commercial banks'customer satisfaction index. Firstly it introduces the basic theories of customer satisfaction index , including mainly the influencing factors,the measurement model and some theories which applying to the commercial banks, those provide a theoretical basis for the measurement of customer satisfaction in the commercial banks,the basic theories of service marketing and marketing capability .Secondly, it analyses the actuality of the service marketing capability in banks, is not high, and the system of the measurement is imperfect. Thirdly, it combines the theories of the customer satisfaction with the basic attributes in commercial banks, and tries to build the measure model of customer satisfaction's the service marketing capability suiting for our commercial banks, builds the measure system of the indicators according to the model, and chooses the method of indicators'measurement combining the customer awareness of indicators importance with the Analytic Hierarchy Process(AHP).Lastly, it designs some questionnaires according to them ensure system of the indicators, chooses one joint-stock commercial bank as the object of investigation, and tests the rationality and reliability of the measure system using the methods of the validity,reliability and Correlation, and then calculates the customer satisfaction index in the commercial banks after using the AHP to set the weight, and then provides some suggestions that we should comprehensively improve the level of the service marketing capability of China's commercial banks.