The Measurement And Empirical Study Of The Commercial Bank Customer Satisfaction

With the deepening of the reform of financial system in our country, the competition among commercial Banks is also growing. Due to the increasing degree of banking competition, so the customer to choice leeway of the banking products and services become more and more important, the customer will then compare each bank products and services, and finally choose the satisfactory products and services. Customer satisfaction is high, therefore, Banks can better meet the needs of customers, will occupy the central position in the financial markets.First, the paper summarizes the relevant research results of scholars both at home and abroad, analysis the present situation of our country commercial bank customer satisfaction evaluation.Secondly, in the review of several classic based on customer satisfaction index model, according to industry characteristics and the influence factors of commercial bank customer satisfaction, build customer satisfaction evaluation index system of commercial Banks, this system includes eight primary index (reliability、service attitude、operational efficiency、services and business environment、tracking service、 service characteristics、overall image) and21secondary indicators.Third,on the basis of analyzing the customer satisfaction measurement method, combining with the characteristics of commercial bank customer satisfaction evaluation, selected as assessment method of fuzzy comprehensive evaluation method.Thirdly, with Changsha China construction bank, bank of China, China merchants bank as the research object, Uses the level5scale, carries on the empirical analysis. According to the commercial bank customer satisfaction assessment system was designed two questionnaires:first to determine the customers on the current status of the bank customer satisfaction questionnaire, in order to deal with a corresponding bank business customers as investigation object, and doled out300questionnaires; A second bank customer degree of satisfaction evaluation indicators to determine the index weight survey questionnaire, with experience in bank employees as investigation object, a total of50. Analysis shows that:(1) the three Banks’overall satisfaction scores were between3points to3.3points, scored3.14with CCB, boc to3.18, China scored3.22, are in the stage of general satisfaction.(2) the service price, the satisfaction of performance efficiency is lower, less than three points.(3) the Banks further improve customer satisfaction the main direction is not the same.At last, put forward improvement suggestions to these problems.