Study On Strategies Of The Improvement Of Customer Satisfaction For China Everbright Bank Wuxi Branch

With the more and more fierce competition of China’s financial industry, commercial banks are facing unprecedented opportunities and challenges. Customer has become the strategic resource of commercial banks. Improving the level of customer satisfaction and competing for customer resources have been one of the most important measures to enhance the bank’s competitiveness.Through the analysis on the influencing factors of the customer satisfaction of the commercial banks is made through the study of the document literature and the relevant experiences and achievements of customer satisfaction and its influencing factors in banking field by experts and scholars from home and abroad, and the combination with the analysis of China Everbright Bank Wuxi branch, this paper discusses the customer satisfaction and service status of China Everbright Bank Wuxi branch with the qualitative analysis. At the meantime, an in-depth analysis on the influencing factors of the customer satisfaction of the commercial banks is made through the many years’ experiences of customer service practice in banking industry. It is found through the analysis that bank’s brand and image, bank’s environment and facilities, bank’s products and charges, bank’s staff service, and customers’ waiting time(service process) are significant influencing factors on customer satisfaction.Through the depth analysis on the main influencing factors of customer satisfaction in commercial banks, the aspect of customer satisfaction needed to be improved of China Everbright Bank Wuxi branch is better understood. Furthermore, drawing on the relevant collected information and the excellent experience of customer satisfaction construction of the other branches in the system of China Everbright Bank from the on-the-spot investigation last year, the corresponding solution strategies areproposed to the problems on customer satisfaction construction of China Everbright Bank Wuxi branch, aiming to enhance customer satisfaction of China Everbright Bank Wuxi branch by the way of feasible measures and further enhance its competitiveness.