Bank Service Contact Impact On Customer Satisfaction Research

Since the reform and opening up, China’s banking sector has made considerable development and become a major contributor to national economic development, and is playing an important role in the economy. However, economic globalization has made the industry faces from not just domestic consumer demand and tests, as well as competition and challenges from foreign banks, enabling customers to have more space and room in the choice of ISP which can be selected according to their own preferences and needs. At the same time, the progress and improve of the degree of social civilization make consumers a more mature consumer psychology. At the same level of consumption, the premise of the better quality of service is undoubtedly an important reason for consumers to choose service providers. But in order to improve service quality, the key point is to focus on service contacts, to make good point of contact management, and to improve the quality of customer contact. This article aims to contact from the service perspective the impact of the banking customer satisfaction factors, contact with the service is divided into6dimensions, empirical research, the introduction of intermediate variables-perceived service quality, to determine the service encounter satisfactionimpact, and ultimately defined the relationship between each dimension and customer satisfaction, put forward the basic strategy to enhance customer satisfaction and improved methods for the banking industry to expand market share, enhance the market competitiveness give inspiration. In this paper, we use qualitative research methods combined with quantitative research. Firstly, we use qualitative research methods to analyze and summarize the constituent elements of banking services and the evaluation methods of customer satisfaction, and in accordance with previous research results, as well as visiting and investigation, put the constitute theoryassumptions and framework of banks’ service contacts, then put empirical results, in which we use the PASW Statistics18.0and AMOS7.0to analyze the survey data using factor analysis and structural equation modeling method, and to test hypotheses. Finally, we discuss the empirical findingsa of a bank to enhance the strategic recommendations of the contact quality of service.