Research On Customer Experience And The Improvement Strategy For Customer Satisfaction In "a" City Commercial Bank

The modern business competition is the competition of customers. For the purpose of getting development in the competitive market, everything bases on customer’s view, continuously meetting customer need, improving customer satisfaction."A" City Commercial Bank is a regional joint-stock commercial bank. Since its inception,"A" City Commercial Bank is committed to providing professional, convenient and intimate financial services for SMEs and rural residents. After18years of efforts,"A" City Commercial Bank achieves a great development, but at the same time it has a few shortcomings, such as lack of outlets in the nationwide, lack of ATM machine self-service equipment. For obtaining higher customer satisfaction and materializing sustainable development, the text is from the view of customer experience. By comparing with the counter services of state-owned banks and joint-stock commercial banks,"A" City Commercial Bank trys to make some strategies to improve customer satisfaction.At first, the text begins with the research of customer experience evaluation, including four parts. Firstly, build commercial bank customer experience evaluation system. Then according to the division of the evaluation system, we design a questionnaire. Secondly, in Hangzhou we select seven bank concentrations, and finish1064questionnaires. Thirdly, use statistical methods to analyse the sample data, and draw a conclusion that there are some important factors which influence customer satisfaction of "A" City Commercial Bank. The factors contain "increasing bank windows","increasing self-service equipment","increasing parking spaces". Fourthly, compared to the state-owned banks and joint-stock commercial banks,"A" City Commercial Bank is convenient in the city range, in addition, it has high quality of "bank lobbies service" and "bank teller service". However, there are not many bank branches and self-service equipment, furthermore the environment, product, rate, and background service still need great improvement.Secondly, Construct multivariate ordinal logistic model, using spss17.0to analyse the sample data, and finally identify the significant factors that affect customer satisfaction of "A" City Commercial Bank. The factors include "the tidy and comfortable lobby environment","a sense of security","bank tellers’ attitude of enthusiasm","the time spent on the business as expected","low bank charges","many complaints channels, and all easily accepted" and "complaints quickly handled and timely feedbacked".Finally, according to the above analysis, we give the following feasible suggestions:Strengthen the lobby environment; Creat a safe and secure working environment; Convert settlement to service-type; Improve the speed of handling business; Strengthen the cost accounting; Fine down the customer complaints monitoring mechanism; Increase the bank windowns; Increase bank self-service equipment; Increase parking spaces. Moreover, given the specific customer in "A" City Commercial Bank, we propose a humanized suggestion:For the older, implement the priority mechanism.