Theater Theory-based Commercial Bank Customer Satisfaction Study

With the rapid development of global economic integration, especially after the country entrances the WTO, Chinese financial markets have been fully opening since 2006, so Chinese banking industry will be integrated into the international financial market competition environment. At present China's socialist market economic system has been gradually established, and the banking industry's market environment has gradually shifted from supply bottlenecks type to demand constraint, while buyer's market structure has been largely achieved, and then the pattern dominated by the original four state-owned commercial banks will be broken. Bank as a special industry, the essence of the market competition is the competitive for customers, and competition for good customer resources. Facing to the increasingly market competitive environment, commercial banks must adhere to customer first and improve customer satisfaction through product innovation and service quality improvements, so that ultimately enhance the market competitiveness in order to remain invincible in the competition.The paper is based on theatre theory to study customer satisfaction of commercial banks. With the investigaton of Zhongyang Men subbranch of Nanjing MinSheng banking, theare factors are included performance factor, setting factor, actors factor and audience factor, which have different influence to customer satisfaction. The paper is to broach theatre theory to traditional commercial banks, to be customer satisfaction of Zhongyang Men subbranch of Nanjing MinSheng banking as empirical object to do quantitative assessment, to analysis data with AMOS software, to prove rationality and validity of evaluation system that is built up with theatre theory, and to analysis and explain the result of customer satisfaction. Commercial banks, which broach theatre theory to SOP (Standard Operating Procedure) management, can effectively improve customer satisfaction, can also promote the staff troop's stability and growth, and finally can achieve the double promotion of banks'performance growth and market image.