Bank Personal Financial Services Customer Satisfaction Factors

With the continued development of the domestic economy and the growth of personal wealth, personal financing service is carried out by more commercial banks. However, whether the customers feel satisfied with the bank's personal financing service is worthy to research. Exploring the factors which influence customer satisfaction with bank's personal financing service has an important significance for banks to improve the service.Based on the review and research of the main models in national and foreign language literatures, this study proposes a concept model which based on a number of famous customer satisfaction models and the combination of personal financing service in China, includes individual differences (financial knowledge background, investment experience, risk tolerance)as the external variable,perceived quality(hardware and environment, service quality, financial consultants, product quality),brand image (the image of banks, financial strength), perceived value (value compared to the other banks, fair value), and customer satisfaction as endogenous variables, and conducts an empirical study. Finally uses structural equation analysis to validate the relationships among the structural variables in the concept model.The results show that brand image has a positive impact on the perceived value.Perceived quality and perceived value have direct impact on customer satisfaction. The impact of individual differences on the brand image and perceived quality also has been effectively verified in this research. In view of the empirical research results, the paper proposes related suggestions for commercial banks to improve the personal finaning service.