The Study Of The Relations Between Service Quality And Customer Satisfaction In Customers’ Participation-Based On The Empirical Study About The Personal Financial Management Business In Commercial Bank

In the process that China opening its financial industry in accordance with the WTO commitments, Commercial banks faced fierce competition was proved that Customers are the most important strategic resource for Bank winning the future. Improving the service quality and adding the bank customer satisfaction, customer loyalty, realizing for the customer retention is not only the commercial Banks in the competition to win the necessary strategy, but also the more related to the survival and development of future bank.Banks must consider the relationship between service quality and customer satisfaction relationship while select development strategy and marketing strategy,only in this way could work effectly.In the process of future development, as to commercial banks,high quality and loyal customers are not only the key to banks keep success in market compettion but also the fundamental guarantees of bank realize sustainable development. In recent years, how to improve service quality, to establish and maintain a high degree of customer loyalty, has become the focus of common concern banking. In this paper, we take commercial bank personal finance business relationship between service quality and customer satisfaction for the study object, and take research focus on the customer as an adjustment variable in how it affects the relationship between the two.In this paper, we take commercial bank personal financial services’ service quality and customer satisfaction for the starting port of research.Through home and abroad research literature summary analysis, Summarized the service quality’s concept, elements, models and measurement tools, Analysis of the definition of customer satisfaction, characteristics, influencing factors, measurement model, Then summed up the concept of customer participation, sub-dimensions, factors, methods of measurement. This paper analyzes the commercial banking business service quality personal financial impact on the relationship between customer satisfactions, Reveal regulatory role between the customer participation in service quality and customer satisfaction. According to the study hypothesis and research results have been attained in home and abroad,design the questionnaire, in this study we adopt the home and abroad mature scale.And we make some relevant adjustments accord personal financial services of commercial banks with the specific characteristics,so as to improve respondents understand the effectiveness of the questionnaire. Based on the questionnaire results, using statistical software SPSS17.0 do in-depth analysis, Discusses the regulatory roles between the service quality and customer satisfaction, customer relationship between participation and customer satisfaction, customer participation in the relationship between service quality and customer satisfaction.The result of this paper to commercial bank service management is of some reference value,through this papers advising model that the relation between service quality and customer satisfaction.Founding the advantages and disadvantages in the process of designing and implementing marketing strategy,making more specific modification.If commercial banks marketing strategy can implement correctly and effectly.As to banks to increase the competitive ability,increasing market share has an important role.