Evaluation And Improvement Strategy On The Customer Satisfaction Of SS Branch Of Agricultural Bank Of China

With the rapid development of market economy in recent years, the deregulation of financial markets accelerated in China and foreign banks enter the market in China, with increasing fierce competition. Competition among banks is ultimately the competition for customers’resources. Banks that can make customers highly satisfied will be able to cultivate loyal customers, and win the market with high profits. Currently, there are22banking institutions that have established branches in the district of Nanhai, Foshan. Various financial institutions all take their own measures to compete on the market share. SS Branch of Agricultural Bank of China must obtain interbank information, find weaknesses and stand out from the fierce competitive environment. Customer satisfaction surveys and analysis is an important means to continuously improve customer satisfaction, to grasp the initiative in competition, and to develop innovative ideas.The paper combines theoretical and empirical research analysis method. First, through the extensive collection of information and literature reading, the paper points out that satisfaction SS Branch of Agriculture Bank of China is important, based on customer satisfaction theory. According to the actual situation SS Branch of Agriculture Bank of China and purpose of this research, Customer Satisfaction Index systems are designed. Secondly, based on the adoption of a lien questionnaire and supplemented by an individual interview method research with field research, statistical and empirical analysis on evaluation of customer satisfaction is indexed. Finally, the paper summarizes the strategy to improve customer satisfaction in general. SS Branch of Agriculture Bank of China should develop new business development strategy for service improvements in order to improve the service level of SS Branch of Agriculture Bank of China. Create more marketing opportunities to enhance corporate profitability and image, continuously enhance overall competitiveness and development potential. SS Branch of Agriculture Bank of China aims to covert itself to a government-supported, community-acclaimed and peers respected bank with customers’priority.