Research On Individual Customer Satisfaction Of Jiangsu Bank X Branch

In recent years, the process of market-oriented financial reform has not been stopped with the further development of Chinese reform and opening policy in finance. The Joint-Stock system reform of some state-owned banks, the relaxation of the access system of the non-state-owned joint-stock banks and the rise of some city commercial banks have increased the competition in banking. After the implementation of the 《People’s Republic of China foreign capital bank management regulations》 in 2006 formally, foreign banks also have a finger in a pie in Chinese banking owing to its one hundred years’ operating experience and advanced management methods. They march on to the Chinese market which includes currency and foreign currency business, breaking the monopoly gradually in Chinese banks which occupies in the business, market and customer resources. Chinese banking begins to change from the seller’s market to the buyer’s market and the changes in the pattern of competition now make the space of deposit and loan business comparative shrinking which lead to more intense competition for customers. Banking as a kind of service industry, to improve the customer satisfaction and customer loyalty have become a key to ameliorate the performance of the bank. In this paper, we analyze the internal and external environment and the advantages and disadvantages of Jiangsu Bank (Branch X) by using the method of SWOT and 4P. Considering about the customer relationship management and the particularity of Jiangsu Bank (Branch X), combing with domestic and foreign research, we construct a set of individual satisfaction index which suitable for Jiangsu Bank (Branch X) and design a customer satisfaction questionnaire according to the actual situation of the customers of Jiangsu Bank (Branch X).Through this paper whose research based on questionnaire and survey, we can make some supplement in the current commercial banks’ individual satisfaction measure model and analysis method, also benefit Jiangsu Bank (Branch X) to understand its service quality, analyze its existing problems and then enhance the customer satisfaction overall to improve business performance, and we provide practical suggestions for the further development of Jiangsu Bank (Branch X).