Evaluation And Research On Satisfication With Commercial Banks In The View Of Transformation

With the age of information coming,the competitions among commercial banks are becoming more and more fierce.Customers become the core strategic resources of commercial banks.Slowdown in profit growth,the rapid development of Internet banking and the basic realization of the interest rate market,all of these are testing the operational capability of commercial banks and the level of transformation.Commercial banks are improving the management ability of commercial banks in transition,embracing the Internet era,making efforts to improve the customers' satisfaction level,doing homework on customers and looking for new ways of profit growth,so that they can achieve the aim that improving the market competitiveness.At present,there are many studies on Evaluation of customer satisfaction of commercial banks,but few of them is about customer satisfaction research in view of the current transformation,and most of them are lacking of the organic combination of the new situation,which affects the value of the evaluation of commercial bank customer satisfaction.Firstly,this paper begins with the theory of customer satisfaction,analyzing the transformation and development of commercial banks from Chinese banking situation,overview of commercial banks' transformation,the factors driving the transformation and the direction of transformation and introducing the evaluation method of commercial bank customer satisfaction.Secondly,with the case of Commercial Bank branch transformation,this paper expounds the interactive relationship between generation of banking outlets transformation,based on customer satisfaction index of commercial banks,this paper establishes commercial bank customer satisfaction index system.Thirdly,this paper introduces the purpose and method of commercial bank customer satisfaction evaluation,and determines to select level of analysis as the method to evaluate commercial bank customer satisfaction,thereby we can build a model of application of AHP in the commercial bank customer s01 atisfaction evaluation.Finally,this paper uses the analytic hierarchy process model to analyze the customer satisfaction of commercial banks,and put forward some related suggestions.