Shanghai Pudong Development Bank's Zhengyi Road Sub-branch Service Marketing Research

Banking industry plays a significant role in the development of national economy,and the quality of banking service marketing has been brought to our attention.Nowadays,bank managers face increasingly number of critical problems such as how to constantly improve the service marketing quality,how to explore the customers' expectations and needs,how to develop proper positioning strategies,how to modify the standards of customer-orientated service quality,how to accurately convey service standards in the service process,as well as how to enhance the relationship between customers' expectations and perceived service quality.The paper took Zhengbian Road Branch of Shanghai Pudong Development Bank as the research object.Based on a service quality gap model,this study conducted a survey in order to evaluate the current situation of service marketing of Zhengbian Road Branch of Shanghai Pudong Development Bank.By analyzing the relevant factors which impact the service quality,some suggestions were referred to consequent conclusions which can be of great benefit to eliminate or reduce the service quality gaps in the process.The survey was mainly focused on the following aspects: characteristics of the customer groups,the scope of service and electronic banking.There are six chapters in this paper.The first chapter is introduction which includes research background,objectives,significance and research methods.The second part is literature review of both domestic and overseas researches.Thirdly,the current situation of service quality of Zhengbian Road Branch of Shanghai Pudong Development Bank was explored,which was including the basic informations of branch's employees,the customers,as well as its service quality.The fourth chapter mainly emphasized on the survey procedure and data processing.The results showed the relevant factors which determind the current situation of service quality based on the service quality gap model.Fifthly,some suggestions which aimed to bridge the gap between percieved service quality and customers' expectations were proposed in this chapter according to the survey results.The last chapter is conclusions and future orientations.Through the in-depth survey,main factors that cause the service quality gap of Zhengbian Road Branch of Shanghai Pudong Development Bank were found as follows: existing customer relationship maintenance in the late period,convenience of e-bank UI,attractiveness of physical display of relevant products and the queuing method.All of these aspects should be further enhanced and improved.The paper also gave some suggestions based on the results of survey.Firstly,it is necessary to enhance the relationship marketing for existing customers and relationship maintenance in the later period in order to turn existing customers from transaction-type to relationship-type,which can further improve existing customers' satisfaction and loyalty.Secondly,it is evidence that the convenience of e-banking services and relevant business contents should be improved further,and allow users to deal with relevant businesses more easily and fast.Thirdly,it should be improved for the contents and attractiveness of products display.LED screens were recommended to display the financial products dynamically.In addition,layout of product brochures should be simplified so that the advantages of financial products which can improve attractiveness of promotion materials can be highlight.Finally,it is better to reduce customers' anxiety caused by queuing and embarrassment caused by missing the queuing number.Services such as manual alertand SMS notification should be provided for customers.