A Comparative Study On Quality Of Service Of China Construction Bank And Agricultural Bank Of China

This paper, combining the status quo of China’s commercial banks, improves theSERVQUAL model. It introduces product and price dimension to the SERVQUAL modeland puts forward a BSQ model. Using5points Likert scale, it aims to evaluate andcompare the quality of service of China Construction Bank and Agricultural Bank ofChina. Then putting forward comprehensive proposals. The empirical results show that:the overall customer satisfaction of China Construction Bank tends to be "general", andthe overall customer satisfaction of Agricultural Bank of China prefers for "quitesatisfactory". In terms of tangibility and assurance, the two banks have consistent results,showing that customers have the most satisfactory attitude on the setting outlets andstaffs’ rigorous attitude, and ABC gets a higher score. In terms of responsivity, the twobanks also have consistent results, showing that the waiting time and the efficiency ofstaffs have the same importance for customers, rating "general " level, and ABC gets alower score. In terms of reliability, customers think that the staffs of ABC would do whatthey promised, however, their attitude could not be put up with for the customers. Bycontrast, the attitude of the CCB staffs gets the recognition and praise of customers,becoming the most satisfactory reliability index. In terms of empathy, customers aregenerally more satisfied with the banks’ business hours, however, are relatively notsatisfied with the bank’s Mechanism of handling complaints and correcting errors. Andthis is also the place where China’s commercial banks generally lack. In terms of productand price dimension, customers generally consider the business process standard andconvenient. The product could offer what customers need. But for the charges, such asthe management fee for debit cards and small accounts, and the transaction fee,customers generally express the attitude that they are not satisfactory. It is also a signal toindicate that service and price are unequal in China’s commercial banks.