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Research And Analysis Of Customer Satisfaction Measurement

Posted on:2018-05-26Degree:MasterType:Thesis
Country:ChinaCandidate:S H JiangFull Text:PDF
GTID:2359330512490316Subject:Applied statistics
Abstract/Summary:PDF Full Text Request
An authoritative survey report in the Journal of the Harvard Business shows:customer satisfaction will increase the profitability of the business of commercial bank by every 5% increase in 25%-85%. Therefore, the customer is the most important resource for commercial bank, the satisfaction of customer is the key to the success of possession of customer resources. China Merchants Bank of China's banking industry as a prestigious joint-stock commercial bank, its management concept and management mode has been widely recognized by the industry. However, although investment banks have already realized the importance of customer satisfaction, they still did not really understand the deep meaning of customer satisfaction.In this paper, the B branch of China Merchants Bank as an example, through the interception of the questionnaire survey to collect data. In the method, firstly, using the SPSS software to the questionnaire data reliability and validity; secondly, followed by the use of Smart PLS software using partial least squares method to estimate the parameters of structural equation model; finally, according to the calculation results, the main conclusions of this paper are displayed as follows:First, the most direct impact on customer satisfaction, the most effective variables for product cognition, but the score is relatively low. In the cognitive variables observed in the products, customers are more concerned about the risk, product yields and product which is 0.877 load coefficient of product revenue, 0.823 is the coefficient of load product risk. So that in order to enhance customer satisfaction in terms of products, we must control the risks of the product, improve product yield.Second, the direct effect of customer satisfaction, perceived service, the image of the bank and customer expectations in the three variables, the perceived service of the largest utility, indicating that the customer perception of service has a significant impact on satisfaction. Good quality of service and quality of business can be more effective to improve customer satisfaction, the better the service, the greater the product revenue to achieve customer expectations,the higher the customer score. Therefore, the high quality service and efficient business will make the customer satisfied, and will choose the CMB service again, more willing to publicize China Merchants Bank, China Merchants Bank to maintain brand image and improve the visibility of China Merchants Bank in the society, bring more potential customers for the China Merchants Bank.Third, the image of the bank has a positive impact on customer, including expectation, perceived service and product cognition, which indicates that the good image of the bank determines the customer's experience in all aspects of the bank.Therefore, it is necessary to strengthen the construction and maintenance of the image of the bank, so as to enhance the customer's loyalty.According to the scores of the latent variables, China Merchants Bank customers have the risk of loss, the quality of service is mainly for business management, as well as product return rate of satisfaction is slightly lower, the overall customer satisfaction needs to be improved.
Keywords/Search Tags:Commercial Bank, Customer Satisfaction, Structural Equation Model, Partial Least Squares
PDF Full Text Request
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