Present Situation Analysis And Countermeasures Of Service Quality Of C-City Rural Commercial Bank

The current banking market faces many challenges.Firstly,the marketization of deposit and lending rates has changed the advantages of commercial banks' traditional businesses.Secondly,with the increasing requirements in international investment and settlement,a large number of foreign banks have entered the domestic market aggravating the competition in the domestic banking industry.Finally,the rising of internet finance has caused a large loss of bank customers.Customer resources are the core of enterprise development.In order to seek development in the competition,traditional commercial banks have transformed into "customer-centric" smart banks.Large and medium-sized commercial banks have done a lot to find how to improve service quality.Rural commercial banks are also important parts of China's financial market.For the research and improvement of service quality,rural commercial banks started late.C-City Rural Commercial Bank was approved by the China Banking Regulatory Commission in December 2009.By the end of 2016,the Bank had a total asset of 673.1 billion yuan,ranking the second place in the National Rural Commercial Bank System.The balance of all deposits was 416.4 billion yuan,ranking the second place in C-city financial institutions.At the same time,the balance of all loans was 200.7 billion yuan,ranking the fifth place in the same way."Customer-centric" has always been the business philosophy of C-City Rural Commercial Bank.Facing the incentive competition of the banking industry,how to improve service quality,enhance customer experience,continue to expand customer base,enhance customer stickiness,deepen brand influence,and adapt to a new competitive environment are what C-City Rural Commercial Bank urgently needed.This article uses the SERVQUAL model as a tool to analyze the current situation of the service quality of C-City Rural Commercial Bank,in order to find out the problems and deficiencies in customer service,and thus to improve the quality of service management and comprehensive competitiveness.SERVQUAL is short for “Service Quality”,often referred to as "service quality gap model",that is,the quality of service depends on the degree of difference between the service level perceived by the user and the service level expected by the user.User expectations are a prerequisite for quality service,and the key to providing quality service is to exceed user expectations.Its important role and significance are as follows: To measure the quality of service of the target unit and to find out the problems that affect the quality of service through five dimensions of investigation,so that the target unit can formulate solutions and strategies to improve the service quality.In this paper,a number of typical outlets of C-City Rural Commercial Bank are chosen to be samples.Using SERVQUAL questionnaire model research and literature research,in order to find ways to enhance the service quality of C-City Commercial Bank branches.The thesis is divided into five parts.The first part is introduction.This part presents the background and significance of the topic.The main contents of this paper are the present situation and countermeasures of service quality of C-City Commercial Bank branches.The research method is empirical analysis based on SERVQUAL model and literature analysis.Finally,put forward some possible innovations and main contributions.The second part is an overview of the basic theories and literature review.The related concepts and principles of service quality,service quality management and SERVQUAL model are described.The main research results at home and abroad are sorted out.The third part analyzes the development of C-City Rural Commercial Bank and the competitive environment.This paper briefly introduces the background of C-City Rural Commercial Bank from the main types of business and the overall status of business development.Through the analysis of the external economic environment,it is concluded that the business development of C-City Rural Commercial Bank faces many opportunities.Know the current challenge by comparing the business indicators of other banks in C city.Propose the great significance of enhancing the service quality of C-City Rural Commercial Bank's branches.The fourth part is the analysis of service quality and problems of the networks.Based on the SERVQUAL model,this paper analyzes the service quality of C-City Rural Commercial Bank,and reveals the problems.The fifth part is the countermeasures and suggestions to enhance the service quality of outlets of C-City Rural Commercial Bank.The main contributions of the dissertation are as follows:Firstly,as most of the customers of C-City Rural Commercial Bank are township residents and enterprise customers sizing in middle,small,and micro scale.Their understanding ability is relatively low.In order to enable the survey to better adapt to the customer characteristics of the Bank,and fill out the questionnaire more accurately,this paper made appropriate improvements to the questionnaire of the SERVQUAL model.First of all,put together the 22 expectation-type questions and the 22 sensory-type questions of the original model.Set a fixed expectation value,and the customer compares the actual feeling value according to that.The test results are more accurate.And then,change the dimension names of the original model to those that are consistent with the banking industry.Finally,revise the original 22 questions to make them easier for customers to understand.According to the study,the problems existing in the service quality of C-City Rural Commercial Bank were discovered,and strategies and suggestions for improvement were proposed.Secondly,the research methods and achievements of this paper can also provide a good reference for other similar rural financial institutions.They can find strategies to improve customer service quality based on their actual situation.And thus,it will achieve the effect of improving the development of rural financial institutions in China and improving the life of township residents.