The Influencing Factors Analysis Of Customer Satisfaction Of Domestic Commercial Banks In The Retail Business

Under the financial environment which is in marketing progress, the traditionalnon-difference financial service cannot meet customer’s demand and the competitionin retailing banking is focusing on customer’s demand. Various measures to satisfycustomer’s satisfaction become the key competing measures in retailing banking.Commercial banks place more importance in improving customer satisfaction andemphasize on assessing and monitoring customer satisfaction degree. However, thereare some problems in the management of customer satisfaction for the retailingservice of China’s commercial banks. In improving customer satisfaction, key factorscannot be grasped and the assess index is not rational. Therefore, it is necessary toanalyze the influencing factors of the customer satisfaction in retailing service ofChina’s commercial banks.The author learned from the study in China and abroad on the influencing factorsof the customer satisfaction, and also learned from the research in China and abroadon the influencing factors of the customer satisfaction in financial field. Some randomsamples were asked to fill in the questionnaires in some local bank branches, to knowcustomer satisfaction status. The data from the questionnaires were analyzed by SPSS.Through the analysis, the influencing factor system was proved as reasonable andreliable.It is found in the research that customers’ waiting time, staff’s service altitude,banking products and service price have significant influence in customersatisfaction.In this article, Industrial Bank’s measures in improving customer satisfactionwere analyzed empirically. Through the analysis, the advantages and disadvantageswere summarized, and suggestions were provided accordingly. Ihis article may helpto management of the customer satisfaction in China’s retailing banking.