Research On Organization Culture Of Xinjiang Hotan County Rural Credit Cooperatives Based On Service Experience

In recent years,with the change of national macroeconomic policies,the bank's own development and the increasingly fierce competition in the domestic financial environment,financial products and services have become increasingly homogeneous,and the living conditions of the banking industry is not optimistic.At the same time,China's rural credit cooperatives are facing to the key stage of reform,their situation and the competition from other financial institutions has brought great pressure to the operation and management of rural credit cooperatives.Rural credit cooperative in western underdeveloped regions have made rare progress in the the industry wave.To find out a suitable way for the reform and development,Xinjiang Hotan County Rural Credit Cooperatives have to strengthen its own organizational culture construction,regulate the behavior of employees with excellent organizational culture,condense employees' will and stimulate their creativity,so as to improve the level of service in the rural credit cooperatives and promote the sustainable development of rural credit cooperatives.Xinjiang Hotan County Rural Credit Cooperatives are financial service institutions,to provide customers with a variety of financial service,make the clients accept and produce the relevant service experience and perception is is the first step.In order to fully understand the Xinjiang Hotan County Rural Credit Cooperatives' organizational culture construction,enterprise image and reputation in the consumers' mind,explore the advantages and disadvantages of the construction of organizational culture,rural credit cooperatives must evaluate and analyze the rural credit cooperatives organizational culture construction from the perspective of customer experience,only in this way can they put forward more targeted strategy for the organizational culture construction of rural credit cooperatives,and provide customers with better service ultimately.In the process of providing service,the "contact point" of service is the direct and the most important way for the customers to understand the organizational culture.In this paper,based on the research of the rural credit cooperatives service contact,the"contact point" of service can be divided into the lobby manager service,counter service,service skills,business ability,service discipline,service etiquette,grooming and hygiene,environment,service identification and service function,as a service quality evaluation index of rural credit cooperatives,and this paper choose Denison organizational culture model as the assessment tool.On the basis of Denison organizational culture model,I made the questionnaire survey to measure Xinjiang Hotan County Rural Credit Cooperatives customer service experience.In the mean time,I use the way of mystery shopper investigations and interviewing some staff of rural credit cooperatives to evaluate and analyze the construction of organizational culture,finding out the Xinjiang Hotan County Rural Credit Cooperatives' advantages and problems in their organizational culture construction.The study found that Xinjiang Hotan County Rural Credit Cooperatives organizational culture behave well in the respects of staff care and staff incentive.The rural credit cooperative employees have strong sense of mission and sense of responsibility,take the organization's strategy and objectives as the guidance of their own work,and they combine the realization of personal value together with the credit of the rural credit cooperatives.At the same time,the financial product,service and equipment are backward,and the overall innovation ability is low,and problems such as weak customer service consciousness are also reflected in the results of the study,which does not match Xinjiang Hotan County Rural Credit Cooperatives' strategic development target.In view of the above problems,this paper revolves around improving customer service consciousness,stimulating innovation and tolerance ideas,improving and implementing their own value system and put forward the improvement way for the organizational culture construction from the human resources management,information technology and risk control management three aspects,to provide certain reference value to their organizational culture construction.