The Research On Service Quality Preference Of Commercial Banks Based On Discrete Selection Model

The quality of bank service has been a major topic in the study of service quality,especially in recent years,which has been paid more and more attention by consumers.Most of the bank managers often take measures to improve the quality of service from the bank's point of view,which makes the bank managers can not accurately grasp the needs of consumers,resulting in lack of focus on improvement,improveing the effect is not ideal.This study uses a discrete selection model to study the preferences of consumers with different characteristics of the quality of banking services.Through these studies,people can have a clear understanding of consumer service quality preferences,and use QFD method to determine the key points of bank service quality improvement,and ultimately improve the quality of banks.then the paper can help improve consumer satisfaction with the quality of service and loyalty.In this paper,multidisciplinary knowledge and theoretical methods are used,theoretical analysis and empirical research methods to combine the problem of bank service quality preferences are also used.Based on the discrete selection model,the model of bank service quality preference is constructed.Through the quantitative analysis to determine the different types of consumers on the bank's service quality characteristics of the preferred probability.And the preferred probability of QFD is used as the weight of consumer service quality in QFD.The QFD method is used to develop the quality of consumer service quality as the technical standard of bank service quality.The key technical standard of bank service quality is determined by the calculation of importance degree The So that the bank manager to clarify the focus of service quality improvement.And then use X Bank as a case,using the model and improved methods to find the main problems of the existence of the network,and for these issues,put forward rationalization proposals to guide the bank managers to seize the main contradictions,the quality of the network outlets is improved.And the network of consumer satisfaction and market competitiveness can be enhanced to verify the practicality of the model.The results show that there are differences in the preference of different groups for the quality of bank services.This difference provides a basis for banks to carry out classification management and targeted service.Through the model,people can get different characteristics of the consumer demand for bank service quality of the preferred probability,combined with QFD method,people can easily find the target customer needs of the key points,so that the bank manager can grasp the key point to improve the quality of service.This study provides a new method for banks to improve the quality of service,and the theories and methods are realistic to meet the real preference of consumers,which provides a new perspective for the further study of bank service quality preference.