A Research On The Evaluation System Of The Commercial Banks’ Customer Satisfaction

With the increasing development of productivity, goods are becoming various and abundant in the market, which in turn lead to the transformation to buyer’s market from seller’s market. That is to say, customers take the initiative position on the market. Accordingly, enterprises face the strong challenge of how to survive and develop in the competition, resulting in the attaching great importance to the customer satisfaction. Developing customer satisfaction evaluation and improving satisfaction level are becoming the principal tasks of all the enterprises. As a service-oriented company, commercial bank is prone to satisfy customer’s needs to differentiate the financial products when comparing to the other banks. In order to attract more customers and generate higher profits, the key is to focus on the buyer’s satisfaction and acknowledge the existing problems. Commercial bank is supposed to build a comprehensive system which is scientific and rational and easy to adopt to evaluate the customer satisfaction.This essay applied the theory of customer satisfaction evaluation to commercial bank, elaborating the definition of level and index of satisfaction and related concepts and introducing the basic model of structural equation. According to ACSI and CCSI, the customer satisfaction evaluation can be explained by selecting suitable index, and analyzing various influential factors and their relations in structural equation method. In this way can structure a systematic evaluation mechanism with practicality and comprehensiveness. Based on the investigation of branch of China Everbright Bank and analysis of the results by using SPSS 19.0 together with AMOS 17.0, it is believed that according strategy should be proposed to tackle some practical problems which exist among customers satisfaction. The example examines the reliability and practicality of the whole system.