Shanghai Pudong Development Bank Changchun Branch Individual Customer Satisfaction Diagnoses

Since the 21st centuries, the social fortune and the resident standard of living has presented the abundant situation of increasing rapidly, along with continuous normal development of our economic construction. One of the important representations is the distinct increase of personal finance assets. Individual finance operation has become the important competitive factors for all commercial banks. Individual finance operation has more expansive developing interspace for the medium and small scale commercial banks. In the last few years, the structure and mechanism of Chinese finance institutions has changed enormously. The individual finance product has the remarkable trend of homogeneity. It has become the key factor of finance institution competition that is how to improve the businesses environment, and increase the service quantity, and realize"everything is for the customers"really, and enhance individual customer satisfaction.Shanghai Pudong Development Bank (viz. SPDB) Changchun Branch is the 28th branch of SPDB in China. It was set up on June 30th in 2006. It has hold six sub-branches and twenty self-help banks in the Jilin province. SPDB Changchun Branch not only concentrates on sustaining emphases industry bound up with national economy closely, but also gropes for the expert financing bank energetically. It has created the opposite immovable customers of banks cards, saving operations and personal financing products. As the core constitution of businesses, the development of the individual operation acts as the special important role in the extended construction programming of the SPDB Changchun Branch. The competition of individual customer market has become incandescent in the Jilin province, so it has the crucial significance to investigate the individual customer satisfaction in the SPDB Changchun Branch.The letterpress choose the measures that combined with the theories research and practice analysis, the criterion analysis and demonstration analysis, the qualitative analysis and quantitative analysis, and coordinates lots of theoretic investigation results on the customer satisfaction and CSI by the authoritative scholars, and analyses the infection factors and research actuality of banks'customers satisfaction and the related research models. The author processes the investigation designing and actualizing of individual customer satisfaction in the SPDB Changchun Branch, with the detailed studying of theories. The letterpress consults the model of SERVQUAL and the Chinese Service Business Customer Satisfaction Index model, and combines the practice of SPDB Changchun Branch,designs the individual customer satisfaction index evaluation system for SPDB Changchun Branch with the principle of significance, comprehensiveness and being controllable. It spreads the evaluation index about five aspects. The letterpress builds the model of individual customer satisfaction index evaluation system for SPDB Changchun Branch, and chooses the Likert scale to design the investigation questionnaire, and check up the reliability and validity of the scale. The author performs the investigation with the fashion of simple random sampling and speaking to customers face to face in three sub-branches of SPDB Changchun Branch.Passing through the collection and coordination of data, the author analyses them with SPSS and EXCEL, and counts the mean, standard deviation and frequency, and calculates the index weight with the customers'desire, and educes the individual customer satisfaction index. Furthermore, it analyses the difference with the apperceive quality and the customer expectation, and the customer loyalty index. The author educes the conclusion ultimately, and brings forward the suggestions of products, service, environment, customers'connection and visualize.