Customer Satisfaction Analysis For J Branch Of Industrial And Commercial Bank Of China

With the development of global economic integration, especially after China’s accession to the WTO, China has opened up the banking, securities and other financial markets fully in 2006. The trend of our country’s financial industry seems to be integrated into the international financial market competition environment. At present, as the socialist market economic system has been established, our market environment of financial industry has been gradually changed from supply bottlenecks to demand constraint. The pattern of a buyer’s market has been basically formed. The situation of Four Big Stated-owned Banks unify the whole country has been broken. The scale of each big new commercial banks was in the growing trend and it also will gradually break the regional restrictions. The commercial banks are in effort to add institutions and business outlets as well as the scale of operations.However, in fact, the international commercial bank experience shows that the core of each commercial bank is whether its ability satisfy customer’s needs. Therefore, the primary subject concerned with the development of commercial banks is how to improve our banks satisfy customer’s needs.Based on the status quo of J branch, Industrial and Commercial Bank, this paper studies and analyzes the customer satisfaction of the branch. Through the investigation, this paper aims to explore the problems leading to customer dissatisfaction, and accordingly put forward the strategies to improve customer satisfaction, so as to improve the bank management system, scientificly evaluate the degree of customer satisfatcion of J branch and improve the market competitiveness.Through the investigation and analysis, this paper has come to the following conclusions: In the first place, the unresonable distribution of service points throughout the city has lowered the customer satisfaction. Secondly, prolonged queueing in the hall of branches has impaired customer satisfaction. Thirdly, the employees of the branch bank fail to provide the customized service properly and inadequate VIP service reduced customer satisfaction. Fourthly, J bank does not develop adequate characteristic products so that the market gap. Lastly, some of the staff fail to maintain the relationship with old clients resulting in a declined customer satisfatcion.Therefore, this paper puts forward the following suggestions: Industrial and Commercial Bank is adviced to reasonably arrange the addresses of service points and branches,properly solve the queueing problem in the hall of each branch bank,provide the customized services, value the VIP clients, emphasize on business innovation(develop its own characteristics) and attach importance to staff education and the maintainence of old clients.