The Study Of Bank Service Quality Evaluation Based On SERVQUAL Mode For P Bank

Since reform and opening up, China's banking reform has made brilliant achievements, the entire banking has undergone a historic change, however, the globalization of world economy makes China's banking faces is not only from the needs of domestic consumers and tests , as well as from competition with foreign banks and challenges. With international standards and the successful foreign commercial banks, China's banking is still naive, and inefficient in many areas of management and operation. In addition, the relationship between banks and their customers have taken place in a fundamental change, once the customer is very dependent on banks, are generally not easily change banks, but now, as the number of banks increase , the diversification of services, increasing choice makes them have more right to choose . Customers as the base of bank's survival and development and improve service quality, attracting more customer satisfaction and loyalty has become each bank's question.In 2006, P bank first outlets to introduce 6S management for training a good employee behavior, treating every customer sincerely and completing each transaction conscientiously in domestic commercial banks from seiri, seiton, seiso, seiketsu, shitsuke and security. In the 6S management model, P bank teller service quality both before and after the station received a certain amount of enhancement and improvement. However, improving and enhancing the quality of service is not a three-minute blood, it is a long and arduous task, but because of bank service quality has not evaluation system, which makes the future cultivation of the staff has lost direction, the quality of service to further improve and enhance has lost targeted.In order to find the problems of P bank teller on the day to day quality of service, research, and build a reasonable system of bank service quality evaluation system, and then bank service quality measurement system based on the SERVQUAL model played a crucial role in the background of changing of banking survival and development environment and the relationship of bank and customers.This paper is divided into four chapters; the first chapter of the Introduction part described the research background, significance, content, methods and innovative point of this article. In 2006, P Bank first outlet to introduce 6S management to the teller in domestic commercial banks, improving and enhancing the quality of services. However, the improvement of service quality is a long and arduous task, establishing an effective model of service quality measurement was necessary.Chapter II reviewed the related literature from service quality, banking service quality, and bank service quality measurement four areas, and an emphasis on Gronroos's view, Parasuraman, Zeithaml, and Berry's view.Chapter III introduced the development of P bank service quality measurement scale. To sequence of development step, respectively, described the evaluation model, the choice of evaluate indicators, pre-testing and questionnaire reliability and validity analysis.Chapter IV interviewed and samples of basic descriptive statistical analysis, paired-samples t test and mean comparative analysis, the results show that the satisfaction of customers in P bank existed significant difference in the responding and reliability two aspects, there are room for improvement and to be improved.In final, proposing three aspects advice from network design, service management flexibility and employee training for the improving of P bank teller service quality.