Research On Personal Customer Service Satisfaction Of Postal Savings Bank Fuxin Branch

The significance of the study of customer satisfaction is that in the increasingly competitive market environment,the quality of service becomes one of the key factors that affect the competition of the enterprise.For the banking industry,with the increase of its number and the entry of foreign banks,it has brought a great impact to the development of Chinese banks,especially the pressure of personal customers' business.Taking Postal Savings Bank of Fuxin branch as an example,this paper analyzes and studies the business philosophy,planning system,operation status and strategy of individual customers from the perspective of customer satisfaction.Based on the theoretical research results and practical experience summary of customer satisfaction at home and abroad,this paper puts forward the evaluation index system of AHP,including 8 first level evaluation index and 20 two level evaluation index system of customer satisfaction evaluation index.Then,a questionnaire survey is conducted to investigate the customer satisfaction evaluation index of Fuxin branch,mainly from the service environment,service attitude,efficiency and feedback mechanism.After summarizing the results of the survey,the reliability of the data is evaluated by the two indicators of the accuracy and reliability of the questionnaire.On the basis of determining the validity and effectiveness of the survey,it is found that the branch's overall service satisfaction,staff job satisfaction,internal environment satisfaction and satisfaction in complaints efficiency and quality need to be improved and strengthened.In view of the above shortcomings,we put forward the improvement measures of improving service management mechanism,promoting business structure adjustment,strengthening employee service awareness and promoting brand appreciation of Fuxin branch.This article has carried on the thorough understanding and the analysis to the postal savings bank Fuxin branch's customer satisfaction aspect's actual operation condition,and combined the theory knowledge to put forward the corresponding improvement suggestion and the strategy to the existing question.Not only for the postal savings bank of Fuxin branch in the future development of customer satisfaction in the process of promoting and improving the reference,but also beneficial to the customer satisfaction theory and the evaluation index system model of perfect and rich,is a practical application of theoretical knowledge,which has a certain reference value for the development in the domestic banking industry.