The Relationship Research For Service Quality, Corporate Image And Customer Satisfaction

With the rapid development of China’s bank industry and the deepening levels of financial industry, China’s commercial banks are facing unprecedented competition. Faced with increasingly sophisticated consumer psychology, to improve their service quality becomes the main way to deal with the harsh competitive environment and discerning clients. Many scholars focus on the influences among service quality and customer satisfaction, but the results are still inconclusive. And when the competition heats up, banks realize the impact of corporate image for the long-term development, and start to build a good one. Because of the attention of corporate image and the doubt of its role in consumer behavior, it’s easier to develop a study about the influences among customer satisfaction and corporate image with the background commercial banks.This paper treats commercial banks as industry background, uses empirical research to explore the process how service quality influences customer satisfaction, as well as the function of corporate image in this process. Firstly, on the basis of reading a lot of literature, re-establish service quality scale according to commercial banking services, concrete the concept of service quality. After inductive analysis of service quality, customer satisfaction and corporate image, define three concepts and propose measurement method. Secondly, establish research model of service quality, customer satisfaction and corporate image to analyze the relationship that may exist between the variables and make a series of assumptions. Then, based on questionnaire about service quality of commercial bank in Dalian, use statistical correlation analysis and multiple regression analysis with software, examine the various dimensions of service quality, explore the impact of service quality on customer satisfaction and the influence of corporate image and test the proposed assumptions. Eventually, the following conclusions are reached:Firstly, after improving the PZB service quality assessment scale, commercial banking service quality can be made of five dimensions, Profitability, Security, Usability, Reliability and Responsiveness. And the order of importance is Responsiveness> Usability> Profitability> Security>Reliability.Secondly, the overall service quality of commercial banks has a direct positive role in promoting customer satisfaction. Meanwhile, Profitability, Security and Reliability all have significant positive impact on customer satisfaction. Faced with fierce competition, commercial banks may find their defect by investigation in service quality, improve service quality by resolving specific problems in the corresponding dimension, which can lead to more customer satisfaction.Last, in the correspondence within overall service quality in commercial banks and customer satisfaction, corporate image has a positive regulating effect. This means the better corporate image, the stronger correspondece connected overall service quality with customer satisfaction. However, corporate image only have a strengthening effect when it comes to Profitability and Usability. Commercial banks can establish a good corporate image by strengthening social responsibility, undertaking more public welfare, advertising public image and other ways, which all enhance the correspondence happens in the commercial banks. So the consumers can get more opportunities to perceive the quality levels of service sufficiently, and finally companies can gain competitive advantages.Through the above research, this paper brings a new rating scale for the commercial banks service quality, and dimensions and questions which are newly added are consistent with the actual situation. On this basis, this paper explores the process how commercial banks quality develops an indeed impact on customer satisfaction which draws a conclusion that service quality determines customer. Also, the mechanism of corporate image as a regulated variable is examined. These conclusions draw the attention of the corporate image of banks, deepen the understanding of service quality, and provide direction and guidance on how to improve customer perceived service quality for China’s commercial banks.