Study On Customer Satisfaction And Loyalty Of Chinese Commercial Banks From The Perspective Of Economic Regional Disparity

The main resource of commercial Banks is the customers,and the competition for customers is the focus of the competition of banks.The services provided by the bank satisfy the customers,so that the bank occupies a certain market share and obtains certain profits,which can develop healthily in the fierce competition environment.In recent years,many commercial Banks in China have evaluated the service quality level through various channels in order to improve their service level.In this paper,according to relevant national policies and scholar's research,different regions were divided according to the economy.Then,Based on current market situation,the satisfaction evaluation model and loyalty evaluation model are constructed.Also,the corresponding questionnaire was designed.The initial data was obtained through questionnaire survey by users of commercial Banks in different regions.Then,the data were analyzed and the customer satisfaction index and loyalty index of commercial Banks were obtained.The research contents of this paper are as follows: 1.Establish the index evaluation system of satisfaction and loyalty;2.Compare the degree of satisfaction between different regions;3.Compare the relationship of satisfaction in the same area;4.Compare the relationship between the change of satisfaction and the change of loyalty between different regions;5.Specific policy suggestions are given for the improvement of satisfaction and loyalty.This article will analyze the customer satisfaction and loyalty of China's commercial banks from the perspective of economic regional differences,and further determine the main factors affecting the customer loyalty of commercial banks and the problems existing in construction.Taking China Guangfa Bank as an example,16 China Guangfa Bank branches and 48 sub-branches in 16 cities were selected.A total of 1888 questionnaires were collected.The questionnaire data was analyzed using SPSS,and the satisfaction scores and loyalty final scores of each branch were obtained.By comparison,the highest level of satisfaction was found in the middle,followed by the west,followed by the east,and the difference was significant;the loyalty level was highest in the east,followed by the middle,followed by the west,and the difference was significant.The analysis of variance of demographic variance variables was conducted to explore whether statistical variables have significant differences in perceptions of satisfaction and loyalty,and to make corresponding explanations for the conclusions.By analyzing the relationship between the changes in satisfaction between different regions and the changes in loyalty,we have obtained the conclusion that “regional differences have a great influence on the relationship between satisfaction and loyalty”.Based on the results of empirical analysis,this paper proposes feasible countermeasures to improve service quality and increase customer satisfaction and loyalty,so as to provide individual decision support for different managers and further enhance their own competitiveness.