Taizhou Branch Of China CITIC Bank To Improve Customer Satisfaction Strategy

Since the nineteen ninties, along with the system reform of China’s commercial banks gradually deepening, the commercial bank competitive environment is undergoing profound changes. Diversification, bank competition the main channels of investing and financing diversification, diversification of customer demand, accelerate the banking from seller’s market to a buyer’s market transformation.In this paper, combined with the customer satisfaction theory as the guide, to serve the five gap model as the main theoretical framework, taking the KANO model as the important analysis means, to CITIC Bank Taizhou branch as the research sample, carry out banking service quality improvement strategy research.Firstly, this paper analyses the present situation of China CITIC bank customer satisfaction, a clear focus to enhance customer satisfaction improvement direction of CITIC bank;Secondly, according to the service gap model from the "five inquiry customer expectations-identifying customer expectations of service","to make the service standards of service composition to make detailed description","the process management-to ensure the provision of services in accordance with the standard, and the maximum to meet customer expectations","strengthen customer communication-on service product appropriate promotion, four aspects should not exaggerate" construction and improve the service quality system.Third in accordance with the system requirements to upgrade the quality of services, puts forward specific methods and measures to enhance the quality of services.This paper study on speeding up the transformation of banking services, targeted and has a strong guiding significance in rapidly improving service quality.