China Construction Bank, A Branch Of The Service Quality Gap Analysis And Countermeasures

With China formally entering WTO and the further reform in Chinese financial system, Chinese financial market has become more open, and the competition among domestic banks become intense. At present, the domestic commercial banks should not only face up domestic banks but also foreign banks and investment banks, even other financial groups. Therefore, only by constantly improving the products’quality and service level of commercial banks, commercial banks could constantly improve the competitiveness. Meanwhile, the service quality and level are the core competitiveness.One branch of the China Construction Bank, one of the lagrgest local large state-owned commercial banks, has a certain gap in service quality compared to other local shareholding commercial banks and foreign banks due to the traditional and realistic factors, and the gap has affected the market competitive power. Furthermore, its market status has been challenged. Therefore, analyzing the service quality disparities, finding out the reasons for the disparities and taking measures are important for that branch to develop continuously. Under this background and the management status of the CCB branch, by using a model of service quality gap, it could analyze the service quality gaps and find the reasons for the disparities. According to analytic conclusions, it will find a way to improve the service quality and take measures to shot the service gaps.The whole thesis divides into five chapters. The first chapter introduces the background, the research methods and the structure of this paper. The second chapter includes the following contents:1) the basic concept of service and service quality, and the content and application of the service quality gap model; 2) the connotation of the service and service quality; 3) the importance of the service quality management. In the third chapter, analyzing the situation of the branch by using the service quality gap model, there are four gaps: namely the gap in consumers’expectation ,quality level,service delivery and market communication. The fourth chapter promotes a problem solved method about the four gaps .On the basis of the Chapter 4, the last chapter gets conclusions.