Research On The Countermeasures To Improve Customer Satisfaction Of C Bank L Branch

With the rapid development of China's economy and society,the competition among financial industry,especially commercial banks is becoming more and more intense.The way of operation and management of commercial banks is facing unprecedented challenges.Nowadays,how to maintain and compete for customer resources has become an important development direction for commercial banks to enhance their market competitiveness.How to improve customer satisfaction level has also become the focus of attention of commercial banks.Based on the literature review of the concept of customer satisfaction at home and abroad,as well as the factors that influence the customer satisfaction of commercial banks,this paper analyzes the relevant research experience and results.Through studying the SERVQUAL model,we find four influencing factors that affect the customer satisfaction of commercial banks,including product quality,service personnel,service facilities and service response.My years of work in commercial banks based on the practical experience,combined with the current C bank L branch customer service business environment and cultural background,from the above four factors one by one of the customer satisfaction of C bank L branch is analyzed,and the analysis of existing customer satisfaction in C bank L branch and the reasons for the problems.According to the conclusion of the present situation analysis,we take the customer satisfaction survey questionnaire to carry on the empirical analysis.The customer service satisfaction as an indicator,using the SPSS software,find out 5 factors as the two indicators by factor analysis,and through the rotation matrix and selected 15 factors as three indicators,in order to construct the evaluation index system of commercial bank customer satisfaction,and design the questionnaire needed in this paper.Through the questionnaire,the customers obtained the evaluation data on the satisfaction degree and importance degree of C bank L branch,and calculated the weighted arithmetic average score and the comprehensive customer satisfaction score of all levels,and made an empirical test on the evaluation index system.According to the empirical results,the C bank L branch puts forward some countermeasures and suggestions in improving customer satisfaction,C bank L branch to strengthen product personalization,marketing precision,enhance the quality of personnel and improve the complaint handling mechanism and other aspects of the improvement,so as to improve the customer satisfaction level,enhance their competitiveness.