Research On Relationship Between Commercial Bank Service Quality And Customer Satisfaction In Xinjiang

With the joint-stock reform of state-owned banks, China Banking operatingmechanisms established relatively perfect, a higher degree of marketization, the bankshave significantly improved their competitiveness. In recent years, the economicdevelopment of our country gained the success that attract worldwide attention, play avery important role in the process of commercial bank, strong support and promotethe development of the national economy.In2012, the international and domestic economic environment, the countries arefacing the great pressure of the economic downturn, the Central Bank of Chinarespectively to cut interest rates and deposit reserve ratio. Even so, Xinjiang bankingfinancial institutions to rely on their own efforts, gradually expand the size of thesteady growth of assets, loans, consciously follow up key construction projectsautonomous region investment, actively strive for differential regional credit policy,increase the intensity of support for key areas of people’s livelihood, rural servicessuch as credit, to make a positive contribution to achieve leapfrog development inXinjiang economic and social.The research object of this paper is mainly in the Xinjiang Uygur AutonomousRegion within the scope of the commercial banks, including the Bank of ChinaXinjiang branch and local commercial banks, results refer to the relevant theories andresearches, the retail banking business as the breakthrough point, to explore therelationship between commercial bank service quality, customer perceived value andcustomer satisfaction of the three.This paper adopts the analysis method of qualitative, quantitative, specificmethods include:Analysis of a comprehensive analysis of literature, interview, questionnairesurvey and small range of empirical. The empirical analysis mainly used correlationanalysis, factor analysis, descriptive statistics.In this paper, data collection on the Xinjiang commercial bank service quality,customer perceived value and customer satisfaction by way of questionnaire survey,analysis of the relations between the three are concluded through the empirical study, the main conclusions are as follows:(1)tangible, functional, empathy, assurance, convenience constitute the fivedimensions of service quality of Xinjiang commercial bank the.(2)the Xinjiang Commercial Bank five dimensions of service quality andcustomer satisfaction is positive correlation.(3)the Xinjiang Commercial Bank five dimensions of service quality andcustomer perceived value positive correlation.(4)the Xinjiang commercial bank customer perceived value and customersatisfaction is positive correlation.(5)customer perceived value is the intermediate variable quality of service andcustomer satisfaction, service quality affects customer satisfaction indirectly throughthe customer perceived value.