Study On The Promotion Strategy Of Service Performance Of Commercial Bank

Under the background of economic development, as an important support of the realeconomy, Banks are entering the fast lane of development. Banking sector is constantlyexpanding overall assets, by the end of2012, total assets reached131.27trillion yuan bankfinancial institutions. Banking industry overall development of growing at the same time,with increasing competition in the banking industry and banking structure changes, the pastsystem of state-owned commercial Banks to dominate the banking sector, but as the financialmarketization reform of recommendation, city commercial bank develops rapidly, and thedominance of state-owned commercial Banks is declining. Foreign bank entry and thedeepening of the market-based reform of interest rates make the banking sector, especiallythe rise of state-owned Banks, facing huge jump frame, the challenge is at the heart ofservice performance improvement.Based on actual banking development, this study set out from the bank employeeservice performance problems, to phase in employee engagement and service atmosphereconstruct, system combing related research literature, find out the contribution anddeficiency existing research, on the basis of literature review to build up the atmosphere of"service climate-employee engagement-service performance" of the concept model, in combination with the practical situation of author’s work, adopts the method of questionnairesurvey, China bank of communications branch S as sample data, and to carry out empiricalanalysis, finally combining the empirical analysis results for the China bank ofcommunications branch S service performance improvement provides practical guidancestrategy. And on the basis of the research puts forward the future research prospects.Main research conclusions are as follows: First, the commercial Banks to cope with thecompetition is the key to service performance improvement; Second, the main part of theservice is the staff, the employee engagement will determine whether the employee serviceperformance; Third, the service atmosphere is the important factors that affect employeeengagement; Fourth, the China bank of communications branch S service performanceimprovement can be from four aspects, including changing the concept of development,speed up the upgrade service performance, in order to strengthen the management ofemployees, improve employee engagement, attaches great importance to the construction oforganizational culture, form good service atmosphere and culture systems thinking andimplement the development strategy of innovation drive, etc. Overall, the China bank ofcommunications branch S to take employees as the core, to serve the atmosphere for the key,combination of learning and innovation strategy, and performance improvement throughemployee engagement to achieve service, the realization of ultimate competitivecomprehensive enhancement. Future research can be measured in the concept, sampleselection, longitudinal case study analysis of such aspects as deepening and control variables.