Research On Customer Satisfaction Of Commercial Banks

With the deepening of the reform for the Chinese banking industry, foreign banks and joint-stock banks in mainland China growing has made a great impact on the traditional banking, the four major state-owned banks an alone big situation has ceased to exist, the competition among the domestic commercial banks are becoming more and more fierce. Fierce competition makes commercial banks change from seller market to buyer market. The bank wants to obtain the competitive advantage in the fierce market competition; we must pay attention to the cultivation and maintenance of customer loyalty. The key to develop and maintain customer loyalty is the bank to create more value and make customers aware of these values, to enhance customer satisfaction. Previous on customer perceived value, customer satisfaction and customer loyalty relationship research is based on different industry background, so the relationship between customers perceived value, customer satisfaction and brand loyalty still exist some controversy. But so far, the relationship between customer perceived value, customer satisfaction and brand loyalty in banking service in three based on the existing literature, there are few people to study. In view of this, this paper will study the relationship between banking customer perceived value, customer satisfaction and customer loyalty of the three.In this paper, the research work mainly includes two aspects:(1) based on the literature and in-depth interviews, the table for bank services are perceived quality, corporate image, customer perceived value, customer satisfaction and Customer Loyalty Measurement; (2) through the issuance of questionnaires and data collection, the data finally the reliability and validity analysis, with the help of SPSS 17.0 twiddle factor induces the new factors, and then analyses the descriptive statistics of demographic variables, at the same time, amos17.0 structural equation analysis. The relationship between perceived quality, corporate image, customer perceived value, customer satisfaction and customer loyalty were analyzed between. The main conclusions of this study are as follows:(1) this study uses factor analysis and the proof of rotation, the Agricultural Bank E branch customer perceived quality Chinese with multidimensional, by the quality of the product or service, reliability, support system and enterprise image in the market; (2) corporate image on customer perceived value have a direct impact, and also has indirect effects; 3) perceived quality and corporate image on customer satisfaction has a direct positive impact, also have indirect effect; 4) the customer perceived value on customer satisfaction has a direct positive impact; 5) customer satisfaction directly driving customer loyalty through customer complaints can also indirectly influence customer loyalty. Accordingly, the paper pointed out that let the customer perceived more high quality, corporate image as a breakthrough to create to deliver more value to the customer, to improve customer satisfaction, try to improve customer complaint response speed and the appropriate treatment to eventually develop loyalty to their own brand of customer is the commercial banks in the fierce competition to obtain competitive advantage and based on the research results of this paper proposed training strategy for commercial banks customer loyalty.