The Research On Consumer Satisfaction Of The Department Of The Branch Of Agricultural Bank Of China In Tianjin Port Free Trade Zone

In the trend of the market economic system is improved and the integration of world economic, commercial banks, as an important part of financial services industry, their competition is increasing. In order to get a market share, commercial banks must be customer-centric,the ability of satisfying the customers is vital to continual development for commercial banks.Customers are important resource for banks, their satisfaction impacts the profitability and brand equity of commercial banks, thus it is very important to explore the formation mechanism of customer satisfaction. Only understanding of factors that affect the bank customer satisfaction, can the customer satisfaction be improved.In this paper, we take the example of the business department of the branch of Agricultural Bank of China in Tianjin Port Free Trade Zone,firstly, analyze the factors:brand image of commercial bank,business environment, service quality for employee, the product and price, the feedback to customer complaint, which influence customer satisfaction and construct the customer satisfaction index system based on the literature review and the actual research. Secondly, by collectingfirst-hand data with questionnaire and building structural equation model, we do an empirical analysis, and find that the quality of service and the environment of business are the biggest factors affecting the satisfaction. Finally, we propose strategies to enhance customer satisfaction according to the empirical results presented.