Research On The Strategy Of Improving Customer Satisfaction Of China Postal Savings Bank X Branch

The financial system is an indispensable part of the modern commercial society.Commercial banks,as an important part of the financial system,assume the functions of regulating the economic structure and operation process,and realize the capital integration for the economic society.Postal Savings Bank of China is a retail bank and was established ten years ago.It has more than 40,000 branches throughout the country,including many remote areas.It provides various and convenient services to its local customers.The X branch of Postal Savings Bank of China,located in City D,is a branch of full functions,which contains all kinds of financial products and services in the system of Postal Savings Bank of China.It has undertaken a large number of financial services in the northern part of City D.The X branch of Postal Savings Bank of China has a large number of customers and a full range of financial services,making it an important role in the financial services for the local residents.However,lacking of experiences and increasing competitive pressure,customer complaints has become more than last year.And rapid development of other financial institutions in City D forced the X branch of Postal Savings Bank of China to change immediately.It should quickly identify the real need of customers,improve customer satisfaction,and keep the branch running well.Domestic commercial banks and foreign commercial banks have applied various customer satisfaction analysis theories and have taken many objective and feasible suggestions for their sustainable development.This article aims to use customer satisfaction theories and the prior research experience of measuring customer satisfaction for providing meaningful and objective advices.It uses a questionnaire survey to make an objective analysis of customer satisfaction of the X branch of Postal Savings Bank of China.Then,based on the analysis of the questionnaire data,the recommendations for the X branch of Postal Savings Bank of China to improve customer satisfaction are proposed,which provides some objective suggestions for the steady development of the branch.It is believed that the X branch can accurately grasp the needs of customers and the development trend of the banking industry in an increasingly competitive financial market.It also can gradually increase their competitiveness and has a sustainable development in the future.