| Commercial bank service is composed by a series of connected activities ofproviding service to customer. The quality of service has direct impact on Banks’profits, market share and reputation, etc. The high quality services that Bank transferto customers can influence the value of customer， improve satisfaction and loyalty ofcustomer and enhance market competition ability of commercial Banks.On one hand， this study start from the needs of bank customers, based on theimproved SERVQUAL model as the theoretical basis to establish the index system ofcustomer’s demands, acquire the information of customer through investigation anduse AHP method to determine the importance of index; On the other hand, it startfrom the interior service of the bank, identify the key indexes which influence thequality of bank service. This study use the method of Quality Function Deployment toanalyze the commercial bank service model, build commercial bank technical indexsystem, determine the relativity of technical indexes and the relationship betweentechnical indexes and customer needs, and then to build a "quality house". After that,this study use "quality house" to build an importance transformation model whichbetween the customer needs and the key indexes that affect the bank service quality,the application of this model can help the bank make insight into the key points ofinterior service improvement and the response to the changing of external customerdemands.At last, this paper apply the "quality house" model to analysis of the typicalservice quality of commercial bank, and then research and analysis the case of servicequality of commercial bank, and find out the weak link of service quality in this case,put forward some countermeasures which is helpful for the commercial bank toimprove the service level, so as to enhance the economic benefits and competitivenessof commercial bank. |
