The Research For Consumer Satisfaction Of FX Rural Commercial Bank

As the business scope of the FX rural commercial banks continue to broaden,its distribution of business outlets is not limited to the rural areas and urban-rural areas.Now its sub-branches are already within the scope of the main city,forming an increasing institutional network and a broader area of service emerging trend.Under such circumstances,FX rural commercial banks are facing more and more competitive pressure in the same industry,thus customer satisfaction has bee As the business scope of the FX rural commercial banks continue to broaden,its distribution of business outlets is not limited to the rural areas and urban-rural areas.Now its sub-branches are already within the scope of the main city,forming an increasing institutional network and a broader area of service emerging trend.Under such circumstances,FX rural commercial banks are facing more and more competitive pressure in the same industry,thus customer satisfaction has become a key index element of reserving the existing customers and fighting for new customer resources to seize market opportunities.Therefore,based on the actual operating status of FX Rural Commercial Bank and the customer satisfaction investigation and analysis,this paper finds its shortcomings in the service process,and proposes reasonable suggestions to improve scientifically and effectively,so as to further enhance the comprehensive competitiveness of enterprises in the financial sector.According to relevant theories of customer satisfaction and combining with the exsiting domestic research foundation and the customer satisfaction of FX rural commercial banks,by means of questionnaire,this paper analyzes the customer satisfaction of FX rural commercial bank deeply.The questionnaire was composed of two parts:the basic information of customers and the influencing factors of satisfaction.The author distributed 500 questionnaires ended up with 431 valid questionnaires,and the effective recovery rate was 86.2%.Using the reliability analysis,validity analysis,factor analysis,multiple regression analysis and other statistical methods,the author found that the main influencing factors of FX rural commercial bank customer satisfaction were the financial product,self-service,bank image,network environment and customer service;In the basic information of the customers,the customer satisfaction is negatively correlated with the degree of culture,and it is found that the customer satisfaction is significantly different from the age and average monthly income.Therefore,constantly pushing forward the research and development of new financial products,shifting the focus of bank marketing strategy,improving the bank self-service facilities so as to improve the hardware condition;and building the image of the model boutique enterprise to enhance the brand service;Optimizing the layout of business outlets to improve the service environment;aiming at customer service and improving the overall quality of staff and service standards and other pertinent suggestions are proposed,improving economic efficiency of FX rural commercial bank.