Strategy Research On Improving Service Quality Of Bank Of Jilin Based On Big Data Application

In the modern commercial banking activities, more and more attentions are paid to thechannels and products which bring customers the experience of satisfaction. In this process,it becomes an increasingly seeking and improving goal to commercial banks to create betterconsumer experience and aprofound sense of satisfaction to their consumers, whichhighlights the important position of service quality in the entire commercial activities. So theservice quality of commercial banks not only attaches importance to the commercial bank,but also attracts the regulators, banks, investors and the public’s attention. In the longdevelopment of China’s commercial banks, we never stop pursuing the quality of the highgrade service, improving the customer satisfaction and the service management. Under thenew situation, commercial banks are facing new challenges： on the one hand, with theaccelerating process of economic globalization, especially after China’s accession to WTO,there is a great changing in China’s financial industry which creates great opportunities fordevelopment of domestic banking industry and domestic banking management mode, whichmeans management methods have to provide higher requirements； on the other hand, as thefinancial industry is gradually opening up, more and more foreign competitors will be addedto the China market, you need to provide more high-quality financial services and morepractical financial products to improve customer satisfaction and loyalty, to maintain existingcustomer resources and snatch more high-quality customer resources. In this case, domesticcommercial banks need to make clear the direction of future development and to develop andperfect customer management strategy.Timely, with the emergence and widespread application of the intelligent mobile phone,social network, and a large number of distributed monitoring systems, sensors, we are all in adata explosion era. Big data era is coming, there has been a historic change in the financialservices industry, which has brought hitherto unknown opportunities and challenges tocommercial banks, on the one hand, effective analysis of customer behavior, such astransaction, credit structure or non structure based on big data, the bank can be used topromote more accurate the overall quality of service, to create more economic benefits, butalso provides more accurate monitoring and forecasting for financial risk prevention and control；on the other hand, the banking industry is gradually entering the era of networkentities, and the arrival of big data, not only exacerbated the impact on traditional financialservices model, puts forward more strict requirements on data collection, collation andanalysis processing ability.In the discussion of the big data aspects of government and information technologyindustry, the research of the relationship between big data and the commercial bank servicequality is very rare. Take Bank of Jilin as an example, according to the actual work needs,this paper expounds the management status of Bank of Jilin service quality mainly collectedby actual survey analysis, literature analysis, analytic hierarchy process and causal analysisand other research methods. And with the help of analysis and application of the technologyof data, it helps the Bank of Jilin to know more about customer’s intuitive needs, andinterpret customers’ transactions and behaviors, complete the decision shift from thedependence of the experience to the data dependence, which in turn provides high qualityservice to customers as the center and marketing strategy, and establish a stable high-qualitycustomer relationship； to meet clients’ interests and develop new customers resources,suitable for their own long-term formed in the steady development of business strategy, so asto achieve win-win situation in the development of customer and bank.In order to improve service quality, improve the core competitiveness, and maintainhealthy and rapid development, how to understand the big data theory correctly, how to doeffective analysis and control, and how to use big data and Internet technology to accuratelygrasp the needs of customers of the financial market and the future development trend of thedata, which undoubtedly become the key to Bank of Jilin to win this commercial war.