Research On Customer Satisfaction Of City Commercial Bank

Along with the impentrating of the reform and openning up policy in ourfinancial sector,the interest rate and the exchange rate also will be gradually relaxedmore and more,the banking industry’s war in full swing.Banking customers with highquality.Banking sctor has been changed from a seller’s market into a buyer’smarket.The customer’s demand bas became the direction of banking developmentguide,improve the customer’s satisfication has become one of the important stategies.City commercail bank as a special group in the banking industry taken lot’s ofdet from the urban credit cooperative,and how to sustain rapid development andocuppy some place in the banking industry.It’s really something worrying.In this article, through a SWOT analysis for city commercial bank itself and itsdevelopment prospects are analyzed, and put forward the strategy of customersatisfaction. Fornell model based on customer expectation, perceived value andperceived quality, customer satisfaction, customer complaints, six factors of customerloyalty as the core of customer satisfaction evaluation model, and put forwardrelevant assumptions, establish six factors as the core index of index evaluationsystem, design the questionnaire and field survey, to obtain relevant data carries onthe empirical analysis, verify the hypothesis, improve customer satisfaction relatedconclusions.Is based on the analysis of the index system related data result generalizes thebasic concept of the city commercial bank customer satisfaction strategy: to customerdemand as the guidance, to ensure product quality, to create a strong sense of service,high cultural quality of the work team. Put forward city commercial bank customersatisfaction management, decision-making, establish circulation organizationframework, fully resource sharing, building and services improve matchingperformance evaluation mechanism and related management system.In this study the establishment of the city commercial bank customer satisfactionevaluation index and the related empirical analysis conclusion, as a city commercial bank customer satisfaction by providing a theoretical basis and action guide.