Based On Fuzz- Ahp Community Banking Financial Services Customer Satisfaction Evaluation Studies

Customers as important resources for the bank, and their satisfaction extent reflects the banks to provide products and services and approval degree, high customer satisfaction, on behalf of the high recognition and loyalty for banking products and services, indicating that the bank has a certain reputation and competitive advantage. Therefore, in terms of the bank, timely find customers are not satisfied with the factors, where the problems timely to improve and enhance the lead to, so as to meet the needs of customers, and continuously improve customer satisfaction, has become the bank to strengthen market competitiveness of the important magic weapon.This paper is based on the definition and explanation of the in the related concepts and theories of community banks, starting from the perspective of customer satisfaction, through the use of literature analysis method and interview method based, design and test the influencing factors of community bank customer service satisfaction questionnaire ", through questionnaires issued recovery and statistical processing, to find the factors that affect customer satisfaction, based on F- AHP method to construct hierarchical analysis model to calculate the weight of each factor, draw four second grade indexes and 21 level 3 index of community bank customer satisfaction evaluation index system. Finally, on the basis of the evaluation index system constructed in advance, the Bank of China Minsheng Bank is selected as the research object, so as to calculate the influence factors of the influence factors on the customer satisfaction degree. Through the form of questionnaire, empirical research, in the full understanding of the status of community bank customer service satisfaction is as follows:Overall service satisfaction evaluation. The customer’s satisfaction with the overall service of the Minsheng Bank community bank is higher. Although most of our clients are satisfied with the financial services of Wuhan branch of community banks, but the number of people who are not satisfied with the banking services are also more. Therefore, the bank has yet to be further improved, and constantly improve the level of customer satisfaction. Evaluation of bank channel satisfaction. In the bank channel and the three level indicators included in the score. Bank channel two indicators score 3.4 points, in the three indicators score, the highest level of personal online banking satisfaction, the lowest point of the bank network satisfaction, indicating the need to be improved. Daily business satisfaction evaluation. In the daily business and the three level indicators included in the score. Daily business two index score of 3.9 points, the highest score for two of the four indicators, the daily business management, the overall service is in place. In the evaluation of the three level indicators, the satisfaction of the payment is the highest, and the waiting time of the banking business is relatively low, which needs to be strengthened. Satisfaction evaluation of bank financial products. In the evaluation of bank financial products and the three level indicators. Bank financial products two indicators score of four points, for the two 3.3 indicators in the evaluation score of second low. In the three level index evaluation, product line of the highest degree of satisfaction, the product category and risk control of the satisfaction of the lowest score in all indicators. Satisfaction evaluation of bank VIP service. In the bank VIP service and the three level indicators included in the score. VIP service two indicators score 3.2 points, the lowest score in the two four indicators. Among them, the financial manager and the VIP exclusive service in the three level index evaluation of satisfaction evaluation score is not high, to be strengthened.Finally, this paper puts forward the countermeasures and suggestions to improve the customer service satisfaction of community bank community finance. Includes steadily banking reliability and brand image, increase the bank outlets to promote the construction, to strengthen the promotion and design of new products, improve business process efficiency, strengthen the internal risk control, deepen the "customer is center" of the service concept and improve the comprehensive quality of the VIP manager.