S Bank N Branch Senior Customer Service Marketing Research

With the rapid development of market economy, the acceleration of Chinese aging of population, and the increasingly fierce competition of banking industry,elderly customers have been one of the most essential client groups for China's commercial banks. Considering the series of Service marketing problems brought about by the negligence of the value promotion of the elderly customers in the bank marketing of N Branch of S Bank, the study aims to deepen the understanding of the elderly financial markets on the part of S Bank staff,and help them to grasp the elderly-oriented marketing strategies, thus upgrading their value experience in N Branch of S Bank and finally, promoting the development of personal financial business of S Bank.Based on the theoretical framework of service marketing and from the perspective of customer value enhancement, the study, mainly through the reference to the relevant literature,field interviews, questionnaire investigations, attempted to make an analysis of the characteristics and challenges of N Branch of S Bank in the elderly-oriented bank marketing, point out problems of products, service procedure,service quality, hardware environment, marketing publicity and customer loyalty in the service-providing and marketing of S Bank among the elderly customers, and then explore the underlying reasons from the perspectives of product value, service value and brand value. It was found that the core reason underlying the above problems lies in the failure to keep to the customer-oriented principle and provide enough support for the value promotion of the customers. To address these problems,the study attempted to put forward the elderly-oriented marketing strategies of N Branch of S Bank in terms of core services, convenience services and supportive services. It was concluded by making a summary and looking forward to future studies in this field.