A Research On Service Quality Of Rural Financial Institutions In Yaan City

Currently, the competition is more marketization and homogenization in the domestic banking, banking service quality levels which in customer choice set is gradual increase.For the first-rate service, not only banks an important means to expand market share, but also has become the important component of core competitiveness. With the open degree of domestic banking deepened, as well as new-type rural financial institutions with variety classes capital, the rural financial markets takes an important step. Therefore, analyze the current situation and issues of service quality that is very important for rural financial institutions to provide high service, consolidate market share,support new socialist countryside and increase farmers' income.This paper studies of the Agricultural Bank of China, Postal Savings Bank of China and Rural Credit Cooperatives. After fully read up and summarize the latest literature both here and abroad, we use the SERVPERF model and econometric method analysis & evaluation the service quality of rural financial institutions in Yaan city in all directions. Analysis showed that (1) as a whole, the service quality score of 2.6854, which is on the low side. The further analysis on it revealed that there are only few of service items take a good performance, such as hardware, spiritual outlook of employee, accuracy & security of transaction record; and so on.Other items are too bad to raise the scores. (2)From the structure, the Rural Credit Cooperatives is top scorer which gets 3.0441 points, the next is the Postal Savings Bank of China,2.5028 points, and the last one is the Agricultural Bank of China,2.42 points.Given this, to improve the service quality of rural financial institution in Yaan, we should do something what follows. On the one hand, the local Banking Regulatory Commission and the People's Bank should strengthen supervision and guideline. On the other hand, financial institution should raise awareness, as well as communication between the customers, they should analysis the limitations and adopt relevant policies and measures to improve it when provide service in light of its own circumstances, so that they can raise service level effectively for the majority of customers and new socialist countryside.