Research On Service Recovery Mode Which Based On Service Defects Of Commercial Banks

After Chinese reform and opening up, the Banks became one of the quickest developing industries in China, which got Benefits with various forms of financial services provided. So as other service industries, only to provide the products which are excellent performance with good quality, if the banks want to make their customer satisfied and improved competitiveness, so as to enhance the market share, and achieve better economic efficiency. Source of economic benefits and intangible of commercial banks are the quality service. Banks services should base on the customer-centric and excellent performancese with good quality, so to provide financial products that meet customer needs.with the increasingly hot of financial products, the quality of service of the bank branches decreased day by day, and the wait time is getting longer and longer. However, it is not only the wasting time problem, at same time, people’s dissatisfaction with the banking services also in many other aspects of the service.China’s commercial banks are not comprehensive understanding with the concept of the "service". Compare with the foreign banks which have introduced, there is big gap in domestic commercial banks’ service. As a service organization, China’s commercial banks had never essentially recognized their service industries. Lots of their front-line service staff does not implement the concept of the service. It causes many customers to feel that it seems that the bank has failed to serve public. In the perception of many customer thought banks usually do not care about the "me". Although the most successful service companies inevitably service defect exists, when service defects show up, corresponding to cause negative customer behavior may lead to loss of customers, which is more serious to a company. If our banks want to be the winner in the market, we must understanding of the various types of customer psychology in the defects of services, and their emotion and response in the event of service defects. Thus, implement effective recovery in order to win the secondary chance of customers’ satisfaction.Recent years, the concern with the management of academic research have increasingly put more attention in service recovery, the theory and strategy researches are more concerned by service enterprises. To this project, the thesis sorted out theoretical studies have been published at home and abroad, based on service defects existence of China’s commercial banks, dealing with the service recovery mode to implementation strategy. Survey of customer evaluation of commercial banks’ services, targeted to find out the method of recovery, proposed to countermeasures and suggestions of customer-centric service recovery.