Research Based On Customer Satisfaction Of JNM Commercial Bank

Modern commercial banks belong to service industry.In terms of essence,commercial banks are similar to ordinary industrial and commercial enterprises,whose business goal is to maximize profits on the premise of meeting customers' needs.Without customers,commercial banks will lose survival foundation,which is an inevitable fact that every commercial bank should face.With the deepening of China's financial system reform,the domination of state-owned commercial banks no longer exists.Moreover,the advent of various joint-stock banks,share-holding banks and some famous multi-national banks further intensifies the competition in China's banking industry.With the gradual improvement of people's living standard,consumers' requirements on service industry are also changing.Besides,customers' awareness of finance is enhanced increasingly and their selection becomes rational day by day.Hence,the buyer's market in financial service industry becomes obvious.In such a situation,to survive in the fierce competition and gain long-term development,China's commercial banks must change operational ideas and implement customer satisfaction strategy.To raise customer satisfaction degree is a necessary means for commercial banks to enhance core competitiveness.Therefore,to fully understand customers' needs,to set customer satisfaction degree as core strategy and to make customers satisfied are extremely important to raise core comprehensiveness of commercial banks.In this paper,customers of JNM Commercial Bank were selected as research objects.On the basis of domestic and foreign theories concerning satisfaction degree and researches of satisfaction degree evaluation model,by combining the actual situation of JNM Commercial Bank,an evaluation indicator system of customer satisfaction degree of commercial banks was designed.Besides,a structural equation model covering customer expectation,perceived value,commercial bank image,perceived quality,customer satisfaction degree and customer loyalty degree was built.Among above aspects,customer expectation,perceived value and commercial bank image are antecedent variables,while customer satisfaction degree and customer loyalty degree are outcome variables.Through questionnaire surveys of customers of JNM Commercial Bank,survey data were collected,based on which,a reliability andvalidity analysis was carried out by adopting SPSS20.0.Then AMOS20.0 and maximum likelihood estimation method were utilized to carry out a statistical analysis of customer satisfaction degree evaluation model built in this thesis.lastly,aiming at the analysis results,relevant suggestions on the improvement of customer satisfaction degree of commercial banks were put forward.