Research On Customer Satisfaction Of MT Bank Personal Financial Services And Its Promotion Strategy

With the gradual completion of interest rate marketization reform and the rapid development of financial technology,the traditional banking business has gradually shrunk,and its profitability has also been declining.The major banks have laid out their personal financial business market,in order to achieve their own rapid and good development.The MT Bank is a city commercial bank,which has been committed to serving urban and rural residents,serving small and micro enterprises and serving the local economy since its establishment.After many years of struggle,the MT Bank has made considerable progress,and has successfully joined the top 1000 of the World Bank.In order to comply with the development trend of the banking industry,the MT Bank has also began to step into the field of personal finance business.In recent years,the MT Bank has made some gains in the market of personal finance business,but the MT Bank's development speed has relatively lagged behind because of its own shortcomings.This article aims to customer-oriented,to investigate the customer satisfaction of personal finance business of banks.By comparing the customer satisfaction of personal finance business of the MT bank,state-owned bank and joint-stock bank,we can find out the reasons for the backwardness of the development of the MT bank and explore the strategies to promote the development of personal finance business of MT Bank.The key of this article is to evaluate the customer satisfaction of personal finance business of the MT Bank.First of all,the author constructs the customer satisfaction index system of personal finance business,and designs a questionnaire according to the three-level index in the index system.Secondly,through "questionnaire star" and on-the-spot investigation,the author obtains a total of 1,432 questionnaires and tests the reliability and validity of the questionnaire data.Thirdly,the author makes a descriptive analysis of the questionnaire and finds out the characteristics of the bank's financial customer groups.Finally,comparing the satisfaction of personal finance business of the MT Bank with state-owned banks and joint-stock banks,it is found that the MT Bank has the following problems:Incomplete deployment of the configuration of intelligent equipment,relatively lagged development of network platform,lack of the professional quality of financial management service personnel,inability to meet individual financial management needs of customers,and the risk control capabilities and information disclosure quality of financial products need to be improved,insufficient financial products innovative and financial management business image construction needs to be strengthened.In order to better understand the status of the customer satisfaction of personal finance business in the MT Bank,this paper uses the data obtained from the questionnaire to construct a multivariate ordered Logistic model and uses SPSS22.0 to analyze that the key factors influencing the customer satisfaction of personal finance business of the MT Bank are identified as follows:"Complete intelligent equipment,reasonable distribution ","Short waiting time for handling financial management business ","Be able to provide individualized financial management service","Low risk of financial management products","Good quality of information disclosure of product management products","Many channels of financial complaints,good attitude to deal with","Good Banking business brand image ","Diversification of wealth management business publicity way".According to the current problems of the MT Bank and the key factors identified by Logistic model,this article puts forward the following strategies for the development of personal finance business of the MT Bank:speedup the infrastructure construction of financial management business,improve the efficiency of financial management services;strengthen information disclosure and improve the transparency of financial operations;orderly and gradually in development of financial product innovation;strengthen financial products risk control;improve the regulatory mechanism for financial complaints.