The Promotion Strategy And Evaluation Research Of Service For Bank Of Jilin

Service quality is a crucial factor in the development of Bank of Jilin. Facing thefierce competition, everyone of the management staff of Bank of Jilin deeplyunderstands the importance of developing service as the key advantage of the bank. Inthis year, the service management staff of Bank of Jilin have made great effort toimprove the standard of service. In the same year, every junir staff of Bank of Jilin hasdone their best to develop the bank. In the service development campaign of Bank ofJilin, a Chinese saying,“Everybody is responsible for the fate of his country,”hasbeen acted out as“Everybody is responsible for the improvement of service of theBank.”The nature of banking industry determines its characteristic as part of retailservice. Service penetrats in every organization,department and position in a bank. Allthe financial products of commercial banks are delivered in form of service through acertain channel and exchanged for earned profits. In this way, service management isthe core of commercial banks and the level of service management to a large extentdetermines the operating management of commercial banks. Considering the actualconditions and environment of domestic banking industry, the improvement of servicesystem and higher service quality is strategic issues in the operation and managementof commercial banks. Homogenization of financial products and takeover of foreignbanks make the operation and management of other domestic banks lean to theoptimization of service connotation and promotion of service quality. However, thelevel of service quality and service management can not satisfy customers’needs.Low level of service management, outdated service pattern and poor service qualityare objective realities. Bank of Jilin, as a local bank and a small and medium-sized financial instituation, is supposed to improve service quality in order to succeed in thecompetition.The thesis analyzes the actual conditions of service management and servicequality of Bank of Jilin with a view to the operation needs of banking industry. It usesbasic theories of service management and customer satisfaction for reference and putsforward the improvement strategy and supporting measures of service quality of Bankof Jilin through evaluation and comparison.