Research On Customer Satisfaction Of Local Commercial Banks In Gansu Province

At present，local commercial banks have become indispensablepower which promotes local economic development and helps small andmicro enterprises to grow. However, comparing with five state-ownedbanks and nationwide joint-stock commercial banks, local commercialbanks still remains a big gap both in size and relative competitiveness.Enhance ordinary residents’ satisfaction levels to the local commercialbanks will play a vital role to lift the status and the competitiveness oflocal commercial banks in such a highly competitive environment.Based on the previous research and status of local commercial banksin Gansu Province, this article accounts (that) the strategy whichtransferring the marketing objective to the general clients can enhanceordinary residents’ satisfaction levels to the local commercial banks, andcreate good reputation to attract more customer deposits. Then thestrategy will provide new opportunities for the development of localcommercial banks in Gansu Province. Therefore, this article tries to builda measurement model about customer satisfaction of local commercialbanks in Gansu Province, in order to evaluate current satisfaction levelsof local commercial banks. Through statistical analysis and empiricaltesting, this paper draws the following conclusions: the customers arebasically satisfied with local commercial banks in Gansu Province. Basedon the questionnaire data and through the evaluation model, this paper finds out that customer satisfaction level of local commercial banks inGansu Province is3.56, which is between general and great. Thisconclusion also shows that local commercial banks in Gansu Provincestill have larger space to improve customer satisfaction level.At last, according to quartile graph model and assessment model,there are some ways to improve customer satisfaction level of localcommercial banks in Gansu Province: solving customer’s complaintseffectively, improving staff attitude, focusing on customer value andimproving the efficiency of business transaction of the staff, enhancingthe service quality of e-banking. If local commercial banks in Gansu cansolve the above problems, the level of customer satisfaction will beimproved, and the competitiveness and the space of development of localcommercial banks in Gansu Province will be enhanced.