Study Of The Relationship Of The Commercial Bank Service Quality And Customer Satisfaction In Our Country

According to commitment of China's access to WTO, foreign commercial banks were granted to national treatment on December 11 of 2006. It will make the competition more intense all over the competitive domestic banking. In the customer-oriented and competitive century, it is the basic way to study the elements that affect service quality and customer satisfaction of commercial banks and improve service quality and customer satisfaction for the commercial banks in search of competitive advantages. Though the scholars at home and abroad studied the concept and causality relationship model widely, it is weak to study commercial banks service quality and the causality relationship of service quality and customer satisfaction. The research objective of this project is to probe service quality scale of the commercial banks and the relationship model of service quality, customer value and customer satisfaction. The dissertation studies the relationship of service quality and customer satisfaction systematically. It is useful to expend and improve service marketing theory for the dissertation and enable to guide commercial banks to make service marketing and improve the customer satisfaction.Under Marketing and Monetary Banking guidance, this dissertation summarizes systematically the relative theory and measure of service quality, customer value and customer satisfaction. In this study, statistical methods are used to analyze the data, including descriptive statistic, paired test, factor analysis, regression analysis and path analysis. The highlight of the study is to probe service quality scale of the commercial banks and the relationship model of service quality, customer value and customer satisfaction.The research framework and contents of the dissertation as follows: the first chapter is introduction, and it mainly stated the research background, research problem, purpose, meaning and research method. The second chapter is relative theory and literature review. Under the marketing and monetary banking guidance, this section studies the definition, theory model and measurement method of service quality, customer value, customer satisfaction and commercial bank, and it lays the first stone for the latter writing. The third chapter is research design, and the section mainly discourses the conceptual model of the dissertation, questionnaire design, beforehand survey and sample method, and it specifies empirical analysis. The fourth chapter is model construction and survey analysis. In the section, paired testing, reliability testing and validity testing are used to guarantee the quality of data, and this section constructs the research model and proposes the research hypothesis. The fifth chapter is hypothesis testing and empirical analysis, and this section makes correlation analysis and regression analysis to service quality, customer value and customer satisfaction and tests the relative hypothesis of the dissertation. Meanwhile, the section builds the relationship model by terms of path analysis. The sixth chapter is research conclusion and prospect. The section summarizes the research results and raised the limits and prospect for the dissertation.The dissertation obtained some conclusions by means of qualitative analysis and quantitative analysis:Firstly, there is significant discrepancy between expected service quality and service performance in commercial banks service.Secondly, commercial banks service quality includes 5 dimensions and 25 service items, and dimensions respectively are tangibility, process quality, assurance, empathy and convenience.Thirdly, the main dimensions of service quality affect customer value significantly. Customer value affects customer satisfaction significantly, and the main dimensions of service quality affect customer satisfaction significantly.Finally, there existed mediation of customer value between service quality and customer satisfaction. And service quality can affect customer satisfaction by means of customer value.Combined the above-mentioned conclusions, the main work and innovations of this dissertation consist in constructing commercial banks service quality scale and service quality-customer value-customer satisfaction relationship model.