Reasearch On The Influence Factors Of Customer Satisfaction In Private Banking And Its Promotion Strategies

With the process of reform and opening up and the rapid economic development,customers with high net worth in China exploded in recent years.The private banking business has become a new profit growth point for retail banks.But compared with the mature market aboard,the business in China started late,which results a low coverage rate in customer and wealth,the private banking business did not occupy the dominant position in retail banks market.Therefore,it is very important to enhance the competitiveness of the bank by studying the influence factors of customer satisfaction in private banking and taking the corresponding promotion strategies.This paper reviewed the related researches of customer satisfaction and bank customer satisfaction,summarized the theoretical basis of the influence factors and promotion strategies of customer satisfaction in private banking,and discussed the problems in the development of private banking business with Fuzhou branch of XY bank as an example.On the basis,the paper focused on two issues:the influence factors of customer satisfaction in private banking and the corresponding promotion strategies.First of all,the article analyzed the influence factors of customer satisfaction in private banking.According to the existing research results,the index system of influencing the customer satisfaction of private bank has been established.This paper adopted questionnaire to survey the customer satisfaction,then took the scale analysis using SPSS software,validated and revised the index system,obtained some important factors affecting private banking customer satisfaction through empirical analysis,including personal tailor,quality of service,visualize orientation of commercial bank,insurance,bank environment,products and services.Secondly,according to the factors that affect the customer satisfaction of private banking,the paper proposed some promotion strategies from the overall level,operational level and supporting level.From the overall level,the bank should promote the construction of organization structure,improve the team building and reposition the private banking customer.From the operation level,we should take specific measures in talent introduction,value-added services and brand publicity,customer service,wealth management mode,consulting services and product innovation.From the supporting level,it includes the system construction of client managers,promotion of platform,IT system and risk control.In a word,the research can be used for a reference to improve the customer satisfaction of private banking.