Commercial Bank Service Recovery Management System

During the third industry’s vigorous development, the service industry not only becomes theimportant economic engine, but also is the key to competitive advantage. The service creates thecustomer value and is the advantage tool to occupy the market share. This not only exist in the thirdindustry,but also in the manufacturing industry,the service quality replaced the convergence of theproduct to a great extent, in other hand the skill and price as the new breakthrough to gain the marketresources. The bank, as the important economic carrier, must have high service quality, whichdecides the market share and customer loyalty. Especially, with China developing towards the halfopen state gradually, foreign banks enter the domestic financial market in recently years, and turn thebusiness principle to “service first”as the guidance, which brings great pressure and challenges todomestic banks. The pressure comes from the service quality gap between the domestic and foreignbanks. Because of the complexity of the service itself and some uncertainty, the process of bankingservice couldn’t exist “zero mistake”, so the service failure is inevitable. Now the domesticcommercial bank outlets service failures every day, such as customer complaint, customer disputes,in the face of public opinion and accused pressure is growing. Once the service mistakes appear, thatmeans the loss of customers and reputation discount. So service recovery is important to build goodrelationship with customers.This paper analyzed the complexity of service with the features of invisibility、heterogeneity,inseparability. Thus extents to our domestic business banking service features and problems. At thesame time, combined with a large number of historical documents and previous researchachievements of scholars, systematically summarizing and refining the service definition, servicefailure, service recovery and the correlative theory. And then through the questionnaire survey andvisit, finding commercial Banks’ service failures types and reasons, and use the SPSS soft to figureout the satisfaction to the banks’ service of customers. Including the use of service gap model,through analyzing the five service gap: cognitive gap、standard gap、actual gap、 communicationgap and service gap, to classify the reasons of commercial bank service failures one by one to deeplydiscuss the service recovery measures and assit to build the commercial bank’s service recoverymanagement system, which is the key research object of this paper. The paper would study from fiveblocks: the warning mechanism of service recovery, the execution mechanism of service recovery,the evaluation mechanism of service recovery, the feedback mechanism of service recovery, includethe connected models and operations schedule, to make sure of timeliness, feasibility andoperational mode: expect mistake—exist mistake—service recovery—service feedback to make our commercial bank more effectively for customer relationship maintenance and management、cultivatecustomer loyalty or satisfaction and fill the study blank of in the financial industry,which wouldhelp our banks to build their own competitive advantages to enter the world financial area.