Customer Satisfaction Degree Research Of Communication Bank H Branch

With the total opening of China's financial market to the outside world, multitude of foreign capital banks have been swarming into our country's market, resulting in the increasingly fierce competition in China's banking. Therefore, many Chinese commercial banks are confronted with unprecedented opportunities and challenges. In terms of banking business, the previous competition of financial market has given way to that of customer resource, which is so growingly-scarce that it has been fiercely vied for by commercial banks as sort of strategic resource. Therefore, the priorities of the promotion of competitiveness of commercial banks are the groups of issues concerning customers, including developing potential customers, meeting their requirements, maintaining the present quality customers and boosting customer satisfaction, etc.Regarding H branch of Bank of Communication, the studies in the thesis include: Firstly, based on searching sufficient document literature and learning the successful experiences of investigation, analysis and evaluation of customer's satisfaction of both domestic and overseas banks, the thesis introduces the customer satisfaction of H branch of Bank of Communication, relating to its situation; Secondly, with respect to the customer satisfaction of H branch of Bank of Communication, it focuses the analysis on the influencing factors of customer satisfaction. The preliminary evaluation system of customer satisfaction is established, by means of interviewing and questionnaire survey. In addition, factor analysis method is applied to the data analysis:selecting 34 evaluation indicators of customer's satisfaction,5 secondary indicators, finally constructing the system of evaluation indicators of customer's satisfaction. Thirdly, based on the established indicator system of customer satisfaction evaluation, and weighted arithmetic mean calculating method, the scores of satisfaction of each indicator of H branch of Bank of Communication are then demonstrated, so as to conclude the problems of customer's satisfaction of H branch of Bank of Communication. Eventually, the strategies are put forth for promoting customer's satisfaction of H branch of Bank of Communication in terms of establishing customer-centered service mind, boosting staff's comprehensive quality, standardizing bank service charges, improving infrastructures, optimizing service process, strengthening service regulatory mechanisms, etc.Hopefully, the customer satisfaction of H branch of Bank of Communication can be effectively promoted through the study in this thesis, thus enhancing its competitive power.