Research On Customer Satisfaction Improvement Plan Of Yantai Rural Commercial Bank

The acceleration of global integration and the gradual deepening of economic and social integration have exacerbated the internal and external competition faced by banks,and the level of competition has gradually escalated.However,no matter how fierce the competition of banks and how the competition mode changes,the competition of banks is still the competition of the customer resources.Holding strong and stable customer resources is the key to remain invincible in the competition;therefore,the customer is the lifeblood of the development of banks.In the bank's customer resource contention,how to improve the customer's consumption experience and enhance the customer satisfaction has become the main issue to promote the further development of the banking industry.The bank's customer satisfaction construction is not scattered,incidental,but a long-term efforts of the process of bank customer satisfaction management to maintain a positive and healthy state,which is to achieve sustainable development of banks in the competition in an invincible position in an important measure.In order to study the main factors that affect the customer satisfaction of Yantai farmers and merchants bank,this paper first discusses the importance and necessity of studying the customer satisfaction of the farmer and merchants bank by promoting current situation of the development of the banking industry and the main problems faced.Secondly,this paper systematically combs related research,illustrates the main factors that affect the bank customer satisfaction,and determines the analysis of the customer satisfaction of each factor from the four dimensions of product attribute,service quality,bank image and relationship trust.Using the primary data collected by questionnaires,this paper fitted the research data with structural equation model to find out the influence of each influencing factor on customer satisfaction.The results of model analysis show that product attributes,service quality,bank image and trust are the main factors that affect the customer satisfaction of Yantai farmers and merchants bank.Based on the results of quantitative analysis,this paper puts forward a proposal to improve the customer satisfaction of Yantai farmers and merchants bank.First,the Yantai Agricultural and Commercial Bank should focus on customers and improve service quality;Secondly,Yantai farmers and merchants bank should take the initiative to provide customers with differentiated products and services;Third,Yantai farmers and merchants bank should strengthen the Bank brand construction,enhance the influence of the bank;Fourth,Yantai farmers and merchants bank should improve customer experience and strengthen the relation of trust.