China Icbc Chongzhou Branch Personal Customer Service Satisfaction Survey Research

Individual financial service is one of the quickest growth service industries in the present China financial market. It is a general international banking trend that profit earned through individual financial service occupying more and more in bank total profit. Individual financial service is also the strategic choice and the focal point in present home commerce bank. Individual financial service has become the important component which is the sustainable development foundation and the power of Commercial bank. Research on individual customer service satisfaction can improve the quality of service effectively, enhance the customer satisfaction, increase the customer loyalty, and promote enterprise achievements.This research is based on the modeling and analysis 110 answers from the customers of ICBC ChongZhou branch who have assets of over 200,000 Yuan. The detail of this research mainly include: the elements of service which banks' personal customers emphasize, the relationship between the elements of service and the degree of satisfaction of banks' personal customers; the relationship between the elements of service and the degree of royalty of banks' personal customers; the difference on the degree of satisfaction and royalty from different groups of customers.It reveals the real situation that the customers' degree of satisfaction about the services of the bank, including facilities, products, employees, and the bank's image. Six results demonstrate that: Generally, most of the customers are satisfied; The level of satisfaction is different between different categories of customers; Product as well as staff behavior is two of most importance components customers concerns; As security factors, service facilities and staff capabilities exert insignificant effects on customer satisfaction from data analysis, however, they are indispensable; Bank image, as a factor evaluating total quality of service from own perspective has a significant effect on customer satisfaction; high level of customer satisfaction leads to the generation of loyalty.At the end of this paper, according to the practical situation, some concrete suggestions and measurements associated to improving service level, promoting customer satisfaction and loyalty are brought forward. Some outcomes had been popularized in ICBC Chongzhou branch and get fairly good effect.