Research On Service Quality Of Rural Financial Institutions Based On Service Quality Gap

Along with the progress of the reform of the financial system,the role of finance in economic development is becoming more and more important,and the importance of financial institutions as part of the financial system is self-evident.However,this article is not the evaluation of the service quality of the whole financial system.The foothold of this paper is the rural financial institution.Because China is a big agricultural country,the stability and development of the countryside have important strategic significance for the whole country.In order to develop the rural areas,inseparable from the funds,strictly speaking,can not do without the support of rural finance.However,the current development of rural financial markets is not optimistic,the quality of rural financial institutions is still at a low level of service.The study of the quality of service of rural financial institutions can not only lay the theoretical foundation for the improvement of service quality of rural financial institutions,but also improve the quality of service of rural financial institutions.Based on the service quality gap,this paper analyzes the causes of these gaps by qualitative analysis of rural financial institutions,namely management cognitive gap,quality control gap,service performance gap,marketing communication gap and total gap.On this basis,build a rural financial institutions service quality index system combined with SERVQUAL scale.This paper designs the questionnaire by quantifying the index system of rural financial institutions.The validity and validity of the questionnaire were determined by the pre-survey of the questionnaire,and the validity of the questionnaire was determined.Then,have eight common factors,namely,tangience,reliability,responsiveness,Guaranteeability,empathy,accessibility,financial management and ease of use.Finally,the fuzzy comprehensive evaluation method is used to calculate the comprehensive evaluation result of the service quality index system of rural financial institutions."Rural financial institutions service quality" index system of comprehensive evaluation results for the "almost".The results show that the quality of service of rural financial institutions is still at a low level,among which eight indicators in the order from bad to good order: responsiveness <assurance of <accessibility <financial management <empathy Sexuality <physicality <reliability.