A Research On Customer Satisfaction Evaluation Of Chinese Commercial Banks

Since the1970s,the customer satisfaction research has become a hot issue in the field of marketing with its remarkable practical effect.The theory holds that if the customers are satisfied with the products or services of the enterprise,then the customers will develope a degree of loyalty, the accumulated loyalty can keep the customers buying the products of this enterprise,business performance increasing simultaneously.As a service enterprise,commercial banks are strongly influenced by customer satisfaction because of the small product differentiation.At the end of2006,Chinese financial market opened up thoroughly,making the financial regulation relaxed largely and causing severe competition.More and more banks are conscious that improving the customer satisfaction level are becoming a shot cut of raising the competitiveness.At present, there is a gap between domestic banking and advanced banking in developed countries in terms of customer satisfaction management.One of the aspects is the assessment work are not accurate. Customer satisfaction evaluation research refers to the way of assessing the customer satisfaction degree.The concepts of customer satisfaction, customer satisfaction degree,customer satisfaction assessment model and method are reviewed.which establish the theory basis for creating a suitable Chinese commercial bank evaluation model and index system.After analyzing advantages and disadvantages between domestic and foreign commercial banks.the influenced factors.introducing the present customer satisfaction survey research on commercial bank in our country, the author combine CCSI model,PZB model and Chinese scholars’ established evaluation model to create a new theory model, which involes expected quality, perceptive quality,perceptive value,financial products, electronic banking services,customer satisfaction. The index system are constrcted according to the built model,which includes customer satisfaction as the goal layer,4primary indexes,15secondary indexes,34level3indexes.using the analytical hierarchy process to render these weightings. The whole index system is designed to a questionnaire.and a bank branch in shijiazhuang are choosed for empirical research. The index system is proved to be rational through the reliability test and factor analysis.Fuzzy Comprehensive Evaluation is used to calculate the degree of customer satisfaction.Some advice are put forword at last.This paper concludes tow innovation points,one of which is building a brand new commercial bank customer satisfaction assessment model.Another one is designing a set of commercial bank customer satisfaction assessment index system fit for China.I hope the innovations will advance the commercial bank customer satisfaction study in China,and provide effective reference to the commercial bank customer satisfaction management work.