J Rural Commercial Bank's Personal Online Banking Service Remediation Strategy Research

With the rapid popularization and development of the Internet, online banking plays an increasingly important role in people's life. Featured with convenience, low cost and diversified services to meet the personalized demands of customers, online banking is widely used. Therefore, commercial banks in China also take online banking as the business growth. While achieving rapid development, the competition of online banking also becomes fiercer and fiercer. J Rural Commercial Bank, one local rural financial institution in city J, is the main force for supporting agriculture by mainly serving residents of suburbs, villages and towns. After the bank launched E-bank products, there are many problems in either its products o process of service. Besides, most of the users don't have much knowledge of information and lack of experience in using the similar products. As a result, its online banking products suffer lots of service failures in the process of marketing.In the transition phase of reform, J Rural Commercial Bank still owns a vague concept of service marketing and ignores service details such as customers'experience in using online banking and timely solutions of problems, and lacks understanding in service failure and remedy, as well as regaining customer satisfaction. Based on the relevant theories of service marketing, service failure and service recovery, the paper discusses the concepts of E-banking, service marketing, service failure and their effects by combining the actual situations of the personal online banking service marketing of the bank, and carries out statistical analysis on the business data and customer satisfaction through the questionnaire survey. Additionally, the paper points out the faults of the bank in terms of online banking products and services marketing, analyzes the causes, refers to the scholars'research results of service recovery, and expounds the definition, principles, and significance of service recovery. It is advisable to try to properly execute eight service recovery strategies, namely, encourage and track complains, act quickly, provide adequate explanations, treat customers fairly, cultivate good relationships with customers, learn from take remedial experience, learn from the customers the bank has lost and avoid service failures. Moreover, the paper explores the service recovery measures for the bank. It is expected that the research is of certain practical guiding significance for J Rural Commercial Bank to perfect its online banking service marketing.