Research On The Relationship Of Commercial Banks Among Service Quality And Customer Satisfaction And Customer Loyalty

Along with social progress and the improvement of people’s living standards, the service sector is gradually boarded the stage of history, to become a major industry in the modern economy. On September26,2012, premier wen jiabao at the executive meeting of the State Council put forward to accelerate the development of the service sector. This shows that the service sector is playing an increasingly important role in the national economy. The commercial banks, as a financial services company, not only play an important role, but also face the pressures both from competitors and from service objects. In this living environment, if commercial banks want to survive and steadily develop, it is necessary to enhance their competitive advantage. In the customer-oriented era, customers become the key to master the enterprise lifeline, who no longer pay attention to the price of a product or service only, while transfer the focus to the quality of service. Obviously, the commercial banks can improve customer satisfaction and customer loyalty by improving the quality of service, in order to maintain long-term cooperative relationship with the customer, which is an effective way for a commercial bank to gain a competitive advantage and enhance competitiveness.This paper take the industrial and Commercial Bank of China in Harbin city as an example, take an empirical research on the relationship between the service quality and customer satisfaction and customer loyalty, based on relevant theory on service quality and customer satisfaction and customer loyalty. Aimed to identify the quality of service factors affect customer satisfaction and customer loyalty through service quality and customer satisfaction and customer loyalty relationship combing. Improve the service quality of commercial banks in China, and improve customer satisfaction and customer loyalty effectively. Maintain existing customers, develop potential customers, to achieve the rapid development of commercial banks by enhancing the competitiveness of industry.In view of the above objective, this paper take the customers of industrial and Commercial Bank of China in Harbin city to sample, reading a lot of domestic and foreign literature and research results, proposed suits our country commercial bank survey questionnaire of service quality and customer satisfaction and customer loyalty, Improve the questionnaire based on analysis of the formal questionnaire. Take an empirical research on the relationship between the service quality and customer satisfaction and customer loyalty. According to the empirical results of the analysis, we put forward to some feasibility of countermeasures and Suggestions to improve the quality of service, improve customer satisfaction and loyalty, providing reference basis for state-owned commercial Banks in China.