The Study Of Service Quality Of Chinese Commercial Banks With SERVUQUAL Model And The Service Strategies For Korean Banks

Chinese newly-rising business tycoons have already occupied substantial part of the Chinese market. If this trend continues, the requirement of individual financial activities will rise faster than any other countries in the world for the next decade or two. This will result in a dramatic rise in the demand for Private Banking (PB). That is why it is expected that Chinese financial market will compete sharply with global financial players, and the Chinese market is the most important foreign market for Korean banks to expand their business internationally.Service internationally requires that companies become familiar with consumer attitudes across different cultures. Success of every company or organization lies beneath the satisfaction of their customers. Companies have to believe customers as core concept of their business. Customer satisfaction is what guarantees the future of bank.SERVQUAL is the most widely reported model for measuring service quality. This thesis measures the bank service quality of Chinese state-owned commercial banks by using SERVQUAL instrument which including5dimensions-tangibility, reliability, responsibility, empathy and assurance. This study is focus on the customer point of view. Customer satisfaction is measured by the service quality gap which is the gap of customer perception and expectation. Empirical finding is the Chinese customers are not satisfied with the Chinese state-owned commercial banks’service quality. And by ANOVA test, we can find that there is no statistically difference between any types of group in the survey. And furthermore, for recognizing the degree of Chinese banks’ service quality, the Korean bank’s service quality is measured with perfectly same way. And this paper finds that Chinese bank service quality is significantly inferior to that of Korean bank service quality.The aim of this paper is examining the Chinese state-owned commercial banks’service quality and confirming Korean banks’chance to attract Chinese customers, and finally, suggesting service strategies to Korean banks for their business in China. In order to succeed in the great Chinese private banking market, Korean banks need to build service strategies. Using effective service strategies for Chinese private banking customers, Korean banks could have chance to achieve business success in Chinese Private Banking market.