A Study On Customer Satisfaction Of Rural Commercial Bank

With the ceaselessly development of rural finance, the rural financial institutions, especiallythe rural commercial banks, face increasingly fierce competition. Under the circumstances,customers' attitude or satisfaction towards the banks becomes a momentous factor to determinewhether the banks can promote their business, raise their profit, thus strengthening their marketcompetitiveness. However, customer satisfaction management of the commercial banks in Chinafalls behind, the situation is mainly reflected in the imperfect foundation of the satisfactionevaluation system. In specific, the imperfect, first unfolds in the ignorance of some essentialindex, including the insufficiency of some key index and the overemphasis of some other factors,second, the imperfect is reflected by the foundation of the evaluation system, which lacks thetheoretical foundation or practical feasibility. Therefore, based on relevant theory and combinedwith concrete condition of the rural commercial banks, the reconstruction of the customersatisfaction of rural commercial banks has its overridingly importance.This paper first briefly illustrates the current situation and existing problems of the ruralfinancial, together with the major issues in the rural financial reform process. Then the paperpoints out that improving the customer satisfaction level can, to some extent, horn thecompetitive strength of the bank. As with the customer satisfaction, the author first explains theconcept of 'customer satisfaction' enumerates the influence factors, describes some evaluationmodel and some satisfaction evaluation index at home and abroad. In the basis of the theory andsome system-foundation-principals and from three dimensions, the author picks some appropriatesatisfaction indexes, which are fully explained, establishing a customer satisfaction evaluationsystem suit for the rural commercial banks.After establishing customer satisfaction evaluation system for rural commercial banks, thepaper then puts forwards some optimization suggestions and proposals. These suggestions andproposals set out from two perspectives, one is from the "Customer-centered" concept, whichfocuses on how to improve the customer satisfaction; the other is from the "Practical Feasibility"perspective, which centers on how to reach the utility maximization within the boundary oflimited resources.Following the evaluation system and the customer satisfaction optimization proposals is acase study about Wan-dong rural commercial bank of Chuzhou. After comprehending the basicinformation about the bank, the author tries to use the evaluation system on the bank and findsout that many optimization proposals mentioned above are presented in the practical use.The objective of the paper is to establish a customer satisfaction evaluation system suited forthe rural commercial banks, by means of researching the theory of customer satisfaction, theevaluation method and the relevant model, as well as analyzing the concrete situation of the rural financial institution. By utilizing the system, the management of the rural commercial bank cannot only the judge and assess the quality of the service, but unearth some hidden flaws and spacesfor enhancement and then through elevating the customer satisfaction level, reinforce its owncompetitiveness.