Research On The SERVQUAL Quality Of Nong'an Sub-Branch Of Bank Of China Based On Servqual Model

At present,the reform and development in China has started to enter the deep-water area.The development level of the financial industry in our country is constantly rising.The concomitant increase is that the competition among banks is getting higher and higher.Such competition includes both domestic competition and foreign competition.However,under the high level of competition among banks,market dominance gradually shifted to customers.Due to the large choice of banks,the product differentiation was not significant enough and clients' consideration of service gradually increased when they chose banks.As customers gradually become more dominant in the market,how to provide quality service to customers,improve customer satisfaction,and finally achieve the goal of customer loyalty has become the focus of every bank and the direction to be worked hard.This article is based on the Nong'an Branch of Bank of China as a specific research object.Based on the SERVQUAL model,this paper establishes a quality evaluation standard applicable to the specific circumstances of Nong'an Branch of Bank of China and designs a questionnaire.After data collection,The software SPSS19.0 is used to analyze the data and analyze the validity,To ensure that the data is trusted and valid.With the help of empirical analysis,this article hopes to improve the service quality of the Nong'an Branch of Bank of China.Enhance customers' financial business experience,and then improve market competitiveness.But also provide support and reference for the improvement of overall service quality of county financial institutions.The whole thesis divides into five chapters to discuss.The first chapter introduces the background,research status,the research methods and the innovations and so on.The second chapter expounds the related theories of service quality and the quality of banking services.Also,on this chapter introduce the SERVQUAL model.Chapter 3 is mainly based on SERVQUAL model's empirical research on the status of service quality of the Nong'an Branch of Bank of China.Summed up the quality of service in the Nong'an Branch of Bank of China issues.Chapter 4 is according to the survey results,put forward corresponding countermeasures.The fifth chapter is based on the previous article to summarize and give conclusions.The main result of this article is that,combined with the actual BOC Nong'an Branch,the initiative dimension is added to the SERVQUAL model and four new research questions have been added.Through the application of SPSS19.0 software to deal with the data,conducted a reliability analysis and validity analysis,obtained the expanded SERVQUAL scale has a higher reliability and validity.These are suitable for evaluating the service quality of the Nong'an Branch of Bank of China.Therefore,based on the empirical analysis results,this article puts forward the corresponding suggestions for improving service quality.