Research On Bank Customer Satisfaction Based On Consumer Behavior Perspective

Under the new economic normal, the banking industry is facing heavy pressure and challenge, especially in the trend of homogenization of financial products, to create customer and service differentiation has become the core competition of commercial banks, and to enhance customer satisfaction is a very important way to create differences. Consumers as the core and theme of the commercial banks, is the most impor tant assets of commercial banks. The study of consumer behavior of commercial banks in China can better meet the needs of bank consumers, help banks to carry out marketing activities better, and to improve customer satisfaction. At the same time, it can provide the basis and reference for the loyalty of the customer.In this paper, based on the perspective of consumer behavior, consumer behavior theory is applied to the study of bank customer satisfaction. First of all, though the analysis of consumer buying behavior in commercial banks, we build the customer satisfaction evaluation model of Chinese commercial banks based on consumer buying behavior and China's actual condition. We can choose the appropriate evaluation index according to the building evaluation model, so as to study the customer satisfaction in our country. Then, we analyze the model structure and weight. In the analysis of the model structure, the influence degree, influenced degree, center degree and reason degree are calculated and analyzed based on the DEMATEL method to verify the model structure; In the analysis of the model parameters, the AHP method and DEMATEL method are integrated, we consider the hierarchical structure of the evaluation index and the interdependence between the indicators to determine the final weight of each factor in the model. At last, we use OLS model to analyze and calculate the impact of customer satisfaction on consumer switching behavior. We find that the distribution of the impact degree of each customer satisfaction index on consumer switching behavior is basically consistent with the overall index weight distribution of customer satisfaction. According to the research, we can put forward some countermeasures to improve the customer satisfaction.