Research On Service Quality Evaluation Of Commercial Banks Based On Customer Perception

Since the establishment of commercial banks standards revised,the domestic financial industry seems to flourish,but in fact the domestic financial industry is facing unprecedented challenges and competition.The great changes of financial environment lead to more intense competition among peers,the profit margins are compressed,the financial industry can no longer rely solely on the past competitive strategy to maintain a competitive advantage,it should be more emphasis on customer service in all aspects.Based on this,the quality of service has become an indispensable core of financial industry competitiveness.In this context,this study will research the status of service quality to conduct empirical investigation for S branch of Z bank,to help explore the banking outlets 's service quality gap,and to improve service quality.This study refers to the service quality gap model proposed by Parasuraman,Zeithaml,and Berry,which thought that there are service gaps among the quality of service managers,service personnel and customers(that is,the gap between the quality of service),which resulting in the three sides for the quality of service awareness and implementation of the obstacles.This study is based on SERVQUAL service quality facets and measurement variables,designed the questionnaire of S branch's outlets,taken the customer,manager and service personnel of S branch as the research object,made a questionnaire survey to collect data.428 samples(287 customers,41 managers,and 100 service workers)were obtained through the sampling of the variables such as gender and age.The data were analyzed by statistical method,chi-square test,paired sample test and single factor analysis.The results show that there are five significant gaps in the service quality of S branch's outlets,That is there is a gap between the personnel expected service and management of customer expectations,managers of cognition between customer expectations and cognitive management standardization,standardized management level between the degree and the service personnel and service personnel between the degree of implementation and execution of external communication between the customer and customer expectations and customer perception,especially the gap five(customer expectations and customer awareness of the difference)is the most significant.The main reason is that the manager failed to standardize the customer's expectations(gap 2)and the service staff failed to implement the quality specifications(gap 3).In addition,in terms of quality of service,S branch is weak in the "reliability" and "caring" two aspects of performance.Based on the above findings,this paper puts forward the direction of improving the gap and some concrete measures to improve the service quality of S branch.Managers should really understand the customer's demand,accurately grasp customer service quality expectations;should consider the establishment of a mechanism of self assessment of the quality of service,actively and regularly inquire about customer satisfaction;service quality should be clear standard;executive degree does urge service personnel.