Service Marketing Research In The Application Of City Commercial Banks

During the 90thes 20century, Service-marketing had gradually become a hot topic argued by scholars of theory on marketing and managers in companies. With keen competition after WTO, Service and Service-marketing had been looked upon as a centre in business management, by which many companies had gained in competition.The hightest goal of Service-marketing in business was to produce the best service quality and make much profit.In this dissertation, I firstly have introduced the meaning of Service , Service-marketing, Service-quality and the law of Service-Profit Chain, then formed a basic structure of writing. Service-quality ,with the characteristics of intangibility, heterogeneous, inseparability and perishability, came from the difference between consumers'expectation of service and their actual perception. Service-quality had five characteristics of tangible, reliability, responsiveness, assurance, empathy,and could decide quality hight or low. Tangible meant physical part, such as place equipment and staff of service. Reliability, responsiveness, assurance, empathy showed better quality of staff in the process of consumer-orientated service, including attitude,capability and willingness. Service-quality could be finished in the process of service, also bank service by the way of internal marketing and external marketing. According Haskett and Sasser's law of Service-Profit Chain, internal marketing affected the quality of internal service, external marketing the vale of external service, and they both affected the service quality finally.According the law of Service-Profit Chain and service quality, I have expatriated a new way of Service-marketing from the development condition of Chinese commercial bank: (1) External marketing must be promoted better, and clients' level of loyalty raised. (2) Data-bank system must be operated effectively, and the profit of the bank enhanced. (3) the system of client-manager must be improved, and individual marketing promoted. (4) Internal marketing must be exerted, and the staff's level of loyalty raised.Finally, I have put forward some advices on the commercial bank's service marketing from the development reality of the city commercial bank: (1) The city commercial bank must have its characteristic in service marketing, and also enlarge the number of loyal clients. (2) The new kinds of marketing must be put out ,and individual, co-operative marketing advanced. (3) The system of client-manager must be promoted, and internal marketing forwarded. (4) The hight-tech ways of marketing must be used ,and system of CRM data-bank adopted.