The Research Of Evaluation On Commercial Bank Individual Customer Satisfaction

With the large-scale opening to the outside world of domestic financial industry,emerging a direct competition between foreign banks and domestic banks, bank industry’smarketing competence becomes more and more fierce. Domestic research starts later thanabroad on customer satisfaction, and experience is not rich. Period of “product-centered”has ended, and time of “customer-centered” has come. As a result, banks who wantsurvival and development in the fierce market competition must understand customerrequirements and focus on customer satisfaction to keep old customers and develop newcustomers and then raise the comprehensive competitiveness of the bank s.On the basis of the summary of the previous research on customer satisfaction theoryand Fuzzy maths, this article first put forward a series of customer satisfaction’s influencefactors of commercial banks, and investigated the importance of every index, classified andname index through factor analysis, and build the evaluation index system of commercialbank customer satisfaction including the five primary indexes and21secondary indicators.Secondly, using the analytic hierarchy process to calculate weight of each index, anduse root method according to score matrix to calculate and normalize processing, gettingmost characteristic root and consistency checkout. Thus draw weight of correspondinglevel index of the secondary index as well as the weight of indicators of overall goal.Then take industrial and commercial bank of Anhui province as an example forempirical research, customer satisfaction situation in Hefei region of industrial andcommercial bank has been got by practical investigation in the form of questionnaire andfuzzy statistical method is adopted to define the membership degree matrix, to be recursivestep by step, and then combining weights, fuzzy synthesis evaluation result is obtainedFinally analyze the empirical results and put forward the corresponding strategies ofimproving customer satisfaction from the five aspects: strengthen product innovation,improve the safety of the product; further enhance the staff’s service consciousness,improve the efficiency of service; perfect the internal infrastructure, enhance theconvenience of node location; pay attention to maintain their own brand image; advocatingfinancial services consumption concept, rational charge. That will improve customersatisfaction better and reap more benefit.Research results of this paper is mainly to set up customer satisfaction evaluationindex system by factor analysis from the customer point of view, to determine the weight of each index by using analytic hierarchy process, to get the membership degree matrix byusing fuzzy statistical method and through the empirical analysis verify the feasibility andeffectiveness of the fuzzy comprehensive evaluation model and has certain practicalsignificance for banks to manage customer satisfaction, improve their customer satisfaction,enhance core competitiveness and profit ability, also enrich the theory of customersatisfaction research in the banking sector and financial sector and improve the method.