Research On Service Quality Evaluation Of Shaoyang Jukoupu Branch Of PSBC

With the sustainable development of rural economy,the financial needs of rural residents in the production and living are increasing,rural financial institutions are also gradually increasing,the competition in banking market in rural areas are getting higher and higher.Bank service quality is not only the main form and the significant content of the core competitiveness of commercial Banks,but also the inevitable choice of rural financial institutions facing to the new challenge under the new situation.Commercial banks in order to improve the quality of service,they must firstly evaluate their overall service quality.But current bank service quality evaluation of our country are mostly focusing on commercial Banks in urban areas,the evaluation study of rural grassroots bank service quality is very lack.Therefore,the study of rural commercial bank network service quality evaluation is very necessary.Firstly,this paper summarizes the theory of service quality,and further introduces the evaluation model of service quality.After analyzing and comparing the model,the classical SERVQUAL evaluation model is chosen as the basis of this paper.The paper selects the Jukoupu branch of PSBC as a research sample.After the brief introduction of the sample bank,and combines the actual situation of the sample bank,the SERVQUAL scale is improved.According to the evaluation dimension,a set of service quality evaluation system with seven first-level indicators and 26 second-level indicators.On the basis of this evaluation system,a questionnaire containing 27 questions was designed,and the validity of the questionnaire was verified by small-scale pre-survey of sample bank customers.In this research method,368 valid questionnaires were obtained by random sampling.After descriptive statistical analysis,factor analysis,correlation analysis and regression analysis of the sample data,it is found that in the seven dimensions that affect the quality of service of the Jukoupu branch of PSBC,the economic dimension is not obvious.The six dimensions of empathy,responsiveness,assurance,reliability,tangibility and inclusiveness have a significant positive impact on the overall quality of service.Finally,the evaluation formula of the quality of service of the Jukoupu branch of PSBC is obtained.Finally,through the service quality evaluation formula,the level of comprehensive service quality of the Jukoupu branch of PSBC is the "general".According to the theoretical analysis and the empirical results,this paper is based on six dimensions,and puts forward a series of suggestions for the improvement of the service quality of the Jukouopu branch of PSBC.In terms of tangibility,it is necessary to further optimize the internal and external environment and improve the use and construction of the equipment;In the reliability aspect,the Jukoupu branch of PSBC should grasp the staff of vocational skills training;In terms of responsiveness,it further strengthen the staffs service consciousness;in terms of assurance,it to improve the professional knowledge of employees and continue to add new talent and service efficiency and strengthen security measures;In terms of empathy,the Jukoupu branch of PSBC should strengthen the customer's personalized service,fully understand the customer needs;Finally,in terms of inclusiveness,it need to strive to build e-banking service system and sales customers need the financial products.