Research On Influence Factors Of Customer Satisfaction About Financial Products Of East Asia Bank

With the rising of China’s economic development level, the accumulation of personal wealth, people pay great attention to the maintenance and creation of wealth. As an effective tool of the maintenance and creation of wealth, financial product is concerned and favored by the vast number of investors. At present, the major commercial banks are trying to catch up with the speed of development of financial product, they hope their financial products stand out in the fierce competition in the market. Therefore, more and more commercial banks began to pay attention to customer satisfaction of their financial products. Naturally, research about customer satisfaction of financial products is rapid increasing. The scholars hope that their research results are able to be applied to the daily management of financial products.The Bank of East Asia as a foreign bank, while the localization degree is lower than domestic commercial bank, but their history of business is longer, their experience is more rich than domestic commercial bank. Analyzing operating conditions and the influence factors of customer satisfaction about the Bank of East Asia can contribute to enhance competitiveness, improve customer satisfaction, provide guidance to improve the operating conditions for China’s commercial banks.The author basing on the literature review, have a certain understanding about the domestic and foreign research relating to customer satisfaction. Combined with the operation of the Bank of East Asia in China, the author analyzes the influence factors on the satisfaction of the Bank of East Asia financial products, then puts forward the corresponding marketing strategy advice. The first part of this paper introduces the research background, the theoretical and practical significance, research ideas and research methods, finally briefly describes some innovative points about this article. The second part is the summary of relevant theories, including the definition of customer satisfaction, the influence factors of customer satisfaction, customer satisfaction model and the definition about commercial bank financial products. The literature review can provide basis and reference for construction of structure model about factors affecting customer satisfaction. The third part is the current situation of the development of the Bank of East Asia in China, includes the background about the Bank of East Asia in China. In the fourth part, the author try to put forward structure model of customer satisfaction factors about financial products of the Bank of East Asia, makes a detailed explanation of the structure variable and puts forward the corresponding hypothesis. The fifth part is the empirical study about financial products customer satisfaction of the Bank of East Asia. By sending questionnaires to collect data, the author organizes the descriptive statistical information and examines the structure model using SPSS software. The sixth part is the conclusion and advice of marketing strategy, the analyzing and discussing about the investigation results. Finally, the author puts forward the corresponding proposal for the Bank of East Asia.