China's Domestic Retail Business Of Commercial Bank Service Quality Measurement Method Research

With the reform of the financial industry, retail business becomes the commercialbanks’ major concerns. For the fierce competition, providing high-quality service has beenproved to be the key method to gain competitive advantage. Therefore, there is a great needin developing a scientific service quality measurement index system applicable to retailbusiness of China’s commercial banks.After deeply analyzing the concept of service quality, the author gets theSERVQUAL’s advantage and determines it as the theory foundation when developing aservice quality measurement index system for Chinese banks’ retail business. To solve theservice measurement and management problems in this business area, the author presents amulti-dimensional service quality measurement scale. Statistics analysis suggests that thismeasurement scale has sufficient reliability and validity so as to contribute to the banker’sbetter understanding of clients’ needs and help the banks improve the service quality oftheir retail business.Meanwhile, based on empirical analysis such as factor analysis and strategic matrixanalysis, this paper puts forward suggestions on how to determine the weights of theservice quality’s attributes and items, how to evaluate the service quality of banks’ retailbusiness, and how to define banks’ advantage and disadvantage in service qualitymanagement to help them enhance their service quality of retail business.