The City Commercial Banks Of Customer Satisfaction And Its Influencing Factors

Under the background of the current national financial reform, city commercial banks in China's economic development role is becoming more and more prominent, gradually become support local small and medium-sized enterprise development, an indispensable force to promote the regional economic growth. However, local city commercial banks and our country large-scale have compared to the bank, whether it is the scale of assets or large customer market share volume are at a disadvantage. Compared with China's postal savings banks and rural credit cooperatives, market share is far less than the half of them, can only be caught in survival. Based on the above situation, the author refers to the research achievements of a large number of domestic and foreign experts and scholars, and combining with the present situation of economic development in Henan Province, city commercial banks at the present stage, put forward the marketing should focus on grasping large company class customers to transfer to the retail business group strategy. Continuously improve the local ordinary depositors of the central bank's satisfaction, but also to create a good reputation, increase the amount of business.In this paper, the theoretical part of the main use of the theoretical line is: "theoretical model analysis"- "survey and statistical analysis"- "empirical analysis" of the theoretical analysis framework. First in the analysis of theoretical model describes the theory of customer satisfaction, followed by the use of AHP analysis of the factors affecting customer satisfaction. Finally, we get the effective evaluation results: A, central bank customer satisfaction overall satisfaction is high. Two, the central bank financial products are not rich, hardware facilities can not keep up, the lowest satisfaction. Three, the Central Bank of China bank electronic banking satisfaction is high, especially the highest degree of satisfaction with mobile banking. Financial product satisfaction lowest the reason is mainly the way products are less, meet the needs of the customers, and secondly, the financial product innovation is not enough. Only to accelerate the innovation of financial products in order to stabilize the fast. Is to improve the satisfaction of the shortcut.Main innovations of this paper are: Innovation of data and the methods of questionnaire survey is face to face, because it can more truly know the central bank's customer satisfaction data, for in the local fierce competition in the market gain a firm foothold provide some basis. Research in the form of innovation, the author in reading at home and abroad a lot of relevant theoretical research and domestic and foreign relating to customer satisfaction model, from a practical point of view, combined with the development status of central banks central banks in customer satisfaction measurement model is constructed. This study will focus on the micro level, around a specific region of the city firm customer satisfaction, research to fill the gaps in this field in Henan province. Research results, the inspiration to other scholars or central bank senior management of: one, to continue to strengthen the electronic banking business innovation, customers began to accepted and used electronic channels to bring fast, the growing demand for electronic banking. Two, is to establish a system of service marketing management system, personnel training, the greatest extent to improve the overall quality of the staff and the skills to reduce the queuing time. Three, enable the VIP window, the implementation of customer stratification for business. Finally, focusing on the development of local cultural strategy, the use of the central bank's localization advantages to tap the customer resources, innovation and suitable for local customers deep needs and habits of the consumer financial products.