Research On Customer Satisfaction Of Commercial Banks Based On Structural Equation Model

Since the reform and opening up, the operation mechanism of commercial banks in China has been determined and improved step by step, A large number of foreign banks entered in large China after entering the WTO, with the rapid development of the local banks and the emerge of the Internet financial,which all greatly improve the process of interest rate marketization of China, but also break the monopoly of commercial banks, resulting in far more vigorous competition in banking.As the main body of market operation, the status of customers in banks is changing in nature. The customer has become the most important resource for the commercial bank. The competition of the commercial banks gradually evolves into the contention of customer resource. And the major commercial banks have established customercentered business strategy.In the past ten years, more and more enterprises realize the importance of customer satisfaction on the development of enterprises. A survey of Harvard business review shows that: for each 5% increase in customer satisfaction, corporate earnings will increase 25%-85%. Similarly to the banking sector, to improve service quality and customer satisfaction, thus increasing the profit and retaining customers, become one extremely important link in its development strategic.Based on the related theories of customer satisfaction at home and abroad, this paper selects the customers of CITIC bank as the research object, through online questionnaire, Compared with four classic customer satisfaction index model, Combined with the characteristics and particularity of Chinese commercial banks, To establish the theoretical model of which the antecedent variables is the bank image, perceived quality, perceived value, customer expectations and the outcome variable is customer satisfaction and customer loyalty. And determine the measurement indicators of the latent variable. In research methods, the paper selects PLS to estimate parameters and gives the modeling steps by comparation of the two parameters in structural equation and combining with the non normality of the data. In the case, take the CITIC Bank personal customer as an example, the paper uses SPSS software to test the reliability and validity of the data which are obtained through online survey before the case analysis. Using PLS method to process data by Smart PLS 3.0 software. According to the calculation results, the paper conducts a comprehensive evaluation on the model. This paper gives evaluations on external model, internal model and the whole Model, In order to judgment the model. And Analysis the utility of the latent variables.The study found that bank image, perceived quality and perceived value has positive correlation with customer satisfaction individually. Among them, perceived quality has the strongest relationship with satisfaction, bank image and perceived quality not only has a direct impact, but also the indirect effect on customer satisfaction. Customer satisfaction and bank image has a significant positive correlation with customer loyalty individually, among which the impact of customer satisfaction on customer loyalty is most. Other indicators put effects on customer loyalty through indirect effect. On the basis of the latent variable scores, Citic bank customers will have the risk of loss, The rationality in the quality of services and charges is poor, customer satisfaction is not high. Therefor, in order to improve the CITIC bank customer satisfaction, some reference suggestions and countermeasures have be put forward.