Service Quality Evaluation Of The Laishan Branch Of Postal Savings Bank Of China And The Project Of Lifting Scheme

With the establishment of all kinds of local banks and the entry of foreign banks, increasingly fierce competition occurs among them. In a buyer's market of the industry background, if the bank wants to achieve the goal of sustainable development, the most important thing is to improve business service quality in the process of handling and improveing customer satisfaction. Customers are both consumers of financial products and experiencers of banking services. Banking service quality affects customers' next consumption choice. Therefore this thesis carries out the theoretical and empirical research on the banking service quality. It has an important theoretical significance and practical value to establish a new index system of service quality evaluation and adapt to the SERVQUAL scale of banking through building reference service quality gap model.Through the analysis of the classic service quality gap model, the thesis sums up advantages and disadvantages of the SERVQUAL scale in practical application. Based on it, this thesis takes the expected perception difference method directly and select the seven dimensions of service quality evaluation: reliability, tangibility, assurance, responsiveness, empathy, security, product and price. This thesis also builds suitable one for Laishan Branch of Postal Savings Bank of China; Brough using the questionnaire survey to get the data and analyzing the reliability and validity to determine the availability of the test results, this thesis sets the terms of the weight of all dimensions by using Delphi method to analyze service quality deficiencies of Laishan Branch of Postal Savings Bank of China. The empirical results show that it needs to improve three dimensions on responsiveness, assurance and tangibles according to the actual working conditions. It should take feasible offset measures to improve the quality of service of the Laishan Branch of Postal Savings Bank of China and make it in Yantai more competitive in the banking sector.