Research On Customer Satisfaction Of Rural Commercial Banks Credit Card Business

In recent years,the credit card business has developed rapidly in China,becoming an important component in retail services of financial institutions.With much fiercer competition among banks,there exists a serious homogenization of credit cards.Therefore,Customers’ satisfaction has become the key whether banks can capture the market share or not.The academia also has conducted numerous researches on credit card satisfaction and undertaken related empirical studies on how to improve credit cards’ services and service levels to support theoretical construction.However,there has been little theoretical research mainly targeted at customer groups in rural commercial banks.As a financ ial institution that has long been committed to serving the “three rural”(agriculture,rural areas and farmers),rural commercial banks has played a pivotal role in rural financial market.It has made important contributions in serving farmers,building rural areas and promoting rural economic and social development,but by historical reasons,the development of credit card business is uneven,and it is hard for some rural commercial banks to develop credit card business due to restrictions caused by the region,size and asset quality.In addition,there are problems such as high costs,low benefit and imperfect system.With the deepening reform of rural financ ial institutions,the credit card,as an important carrier of personal consumer credit,serves as a business not to be neglected in rural commercial banks.Vigorously develop the credit card business allowing customer satisfaction,at the same time,attract and maintain customers with high-quality service,it will promote the healthy development of business,and it’s particularly critical to the local commercial banks such as rural commercial banks.Therefore,it is of practical significance to study the satisfaction degree and influence factors of credit cards in rural commercial banks and put forward with suggestions of making development strategies for credit cards in rural commercial banks,which will exert a practical impact on the sustainable development of credit card business.Based on a number of studies about factors affecting customer satisfaction at home and abroad the latest developments in research,as well as experts and scholars on the influence factor of bank credit card customer satisfaction research,on the basis of customer groups in rural commercial Banks as the main research object,the current situation of rural commercial bank credit card service is to conduct a comprehensive analys is,in combination with the practical situation of guangzhou agri-businesses bank,to get the data by means of questionnaire survey,using the fuzzy evaluation method,from the business environment and corporate image,product features and three major aspects of service quality evaluation,analysis of cardholder satisfaction,it is concluded that guangzhou agri-businesses Banks in credit card appearance,independent voice service,bill reminders service,need to strengthen consumption integral and preferential activities,etc,and based on this,advances the rural commercial bank from the market segment,product innovation,enhance service awareness and enhance the brand image of four aspects to improve customer satisfaction.This paper aims to help rural commercial banks to understand the main factors that affect the customer satisfaction of credit card by studying the satisfaction of credit card.It also provides strategies for rural commercial banks to improve credit card customer satisfaction.In addition,this paper provides a reference for the development of credit card business in rural credit bank under the credit system and provides reference for the sustainable development of rural commercial bank credit card business.