Research On The Relationship Of Employee Satisfaction And Service Quality Of Basic-level Commercial Bank In China

As a special financial service enterprise, commercial bank has become the backbone of China’s national economy. But in recent years, foreign banks come into China and the rise of private banks exacerbated the competition in the traditional commercial bank of our country, also set off a tidal wave of bank turnover, which makes the traditional commercial bank of our country is facing enormous pressure and challenges. Foreign capital bank,private bank is the "modernity" of commercial Banks in our country, then commercial banks own insufficiency, resulting in employee of Bank of dissatisfaction and turnover is the "internal problems".The development of commercial banks is facing so many challenges, how to develop is the key. Continuous research and development of new products, the use of various marketing means to provide the high-quality service for the customer, this is the bank used to have to deal with "foreign aggression" in the way, but ignored that the staff is a crucial factor. Frontline staff is the link between banks and customers, to maintain good staff is the most important way to retain more quality customers. This requires us to open a new way of marketing--internal marketing, to solve the internal problems. Internal marketing,simply speaking, is to understand the needs of employees, so that employees in the work to achieve self-worth, in order to promote the development of the bank.We made a search in part of the urban commercial bank outlets at the grassroots level of front-line employees as the research object in Shandong Province, Jinan City, designing and distributing the questionnaires about commercial bank employee satisfaction and service quality for the relationship between the study of local commercial bank employee satisfaction and service quality to better the bank implementation of internal marketing put forward effective suggestions. First of all, we analyze the factors that affect employee satisfaction, including recruitment, training, communication, motivation, licensing,banking culture and in the six aspects of employee satisfaction and service existing problem. Secondly, we according to the factors that affect employee satisfactionand Likert5 scale level classification design and questionnaires, to recover the questionnaire statistical processing, using SPSS16.0 statistical software, the data is the factor analysis, reliability analysis, validity analysis, and results show that our choice of scale factor score is high, is also very suitable for high validity and reliability, we analysis the result is reliable and scientific.Again, we establish a multiple regression equation of employee satisfaction and the dimensions of service quality, we get conclusion employee satisfaction and the dimensions of service quality has positive correlation relationship,influence degree from high to low respectively recruitment, incentives, training, bank culture, communication and authorization. Finally, according to the regression analysis of the conclusions, we on the banks were internal marketing and put forward some suggestions, bank management and staff must set up the consciousness of internal marketing, fully understand their needs, improving employee satisfaction.