Study On Commercial Bank Service Quality Evaluation SERVQUAL-based Model

In today’s world, Chinese reform has began to enter deep degree in the tide new changes of globalization, It has become consensus about in-depth financial reform and advancing internal and external financial markets double opening. The officially launched of China(Shanghai) free trade area appeared that financial reform test has been greater depth. By than that Commercial banks will be facing to more fierce and unpredictable competition, High quality service is main means for banks to gain competitive advantage. Therefore, it is of great significance that building scientific and complete service quality evaluation model adapted to Chinese commercial banks is of great significance.Based on the opportunities and challenges of China’s commercial banks, it has been researched and developed the service quality evaluation system of commercial bank based on SERVQUAL model in the paper, and the main contents and achievements are as follows:(1) State trend of China’s financial sector, concepts and characters of commercial banks, and summarized model of service quality evaluation, then analyzed advantages and disadvantages of SERVQUAL model. Lastly, determined service quality evaluation SERVQUAL-based model of commercial bank.(2) Design an index system of commercial bank service quality evaluation SERVQUAL-based model according to specific requirements of commercial banks. And the questionnaire is developed in 1-7 Likert scale scoring. From this, established commercial bank service quality evaluation indexes by means of market research, analysis and optimization.(3) Study on process of building commercial banks service quality evaluation indexes weight using fuzzy analysis. By steps that constructing hierarchy of evaluation indexes, consistency checking, clearing to fuzzy matrices, ranking and others, the indexes weight of commercial bank service quality evaluation SERVQUAL-based model were determined.(4) Case study. Apply service quality evaluation model to commercial banks in Chongqing city, presents a method for computing scores of service quality evaluation. The adaptability and correctness of evaluation model can be verified. The contents of study enable banks to realize its level of service quality and situation in banking sector.In addition, the paper also analyzed development of banking sector, and focused on Chongqing banking sector on service quality star rating evaluation, and introduced evaluation criteria of China Banking Association. The study provided reference and guidance for China commercial bank service quality evaluation.