Research On The Services Remedy Strategy Of Yantai Branch Of China Merchants Bank

With the opening of China’s financial industry, the competition between foreign banks and China’s commercial banks is becoming more and more fierce, and the focus is on the quality of service. But perfect service can not be added because of these characteristics, such as intangible, heterogeneity, production and consumption of the same time, can not be stored and changed. So these service failures are inevitable. These services fail to reduce customer satisfaction, customer loyalty. But this does not mean that the company lost customers. Effective service recovery can make the company update service failure, establish corporate image.In the increasingly fierce competition in the banking industry today, therefore, continue to strengthen service recovery work and improving their quality of service will be of great significance. In the increasingly fierce competition in the banking industry today, therefore, continue to strengthen service recovery work, improve their quality of service is of great significance.For now, most commercial banks in China haven’t given enough emphasis on service recovery, so as Yantai Branch of China Merchants Bank. Therefore, on the basis of reading lots of literature, this paper use methods of comparative analysis, literature research, questionnaire investigation, case analysis and others to study service recovery strategy of Yantai Branch of China Merchants Bank. In this paper, the research content is as follows:Firstly, introduction, this part points out the research background, research significance, research ideas and innovations; Secondly, literature review, summarizing the basic concepts, significance, principles of service recovery, and studying the research status of home and abroad; The thirdly is about service status of Yantai Branch of China Merchants Bank, and focus on analyzing the types and reasons of service failures; The fourth chapter is service recovery strategies choice of Yantai Branch of China Merchants Bank, and puts forward principles and specific measures of commercial bank service recovery combining with the empirical case of China Merchants Bank during the China merchants bank. The fifth chapter is about the safeguard to the implementation of the service recovery strategy in Yantai Branch of China Merchants Bank, mainly from the department responsibility, institutional reform, product launch, differential service, etc.In this paper, the research is focused on the present situation of Yantai Branch of China Merchants Bank, and summarizes the type of service failure and cause errors related causes. The author combines his own work experience find the key of remedial measures analysis of errors occurring. The author hopes to provide constructive opinions through the related research on commercial bank service recovery of our country, especially on the service recovery situation of Yantai Branch of China Merchants Bank. And this is also helpful for the further development of China’s banking industry, makes it an edge in the competition from foreign Banks.