H Bank Service Satisfaction Evaluation And Improvement Strategy Research

After more than 35 years of reform and opening up,China's economy has undergone tremendous changes,the level of national economy has increased significantly,and in the future for a long period of time still has great potential for development,residents of personal financial assets increased significantly over the same period.Economic system reform is deepening,the national income and family property steadily increased,so in this case,the community for the demand for banking services has gradually begun to deepen.Especially in recent years,by the economic crisis and other factors,the nationals rely more on the bank's traditional property preservation,value-added channels.In this case,the bank wants its own services and products to meet customer needs more in order to improve their market competitiveness,in the fierce competition in the market to survive,we must continue to improve their products and services,improve Customer service satisfaction to meet the bank's own development and the needs of the public.On the other hand,with the continuous expansion of banking business,banks in the business aspects of the more specific,customer service as an important part of the work of the bank,with the development of the times in the entire bank to occupy the position more and more important.Because many of the customers who enjoy banking business are high-quality customers of the bank,it is particularly important to provide better products and services to these customers.Especially in the current diversification of customer demand today,the bank as a service industry,the merits of its customer service determines the customer's satisfaction,and ultimately on the bank's performance has a direct impact.Therefore,in this large environment background,how to improve the bank's high net worth customer service level,has become the current prevalence of banks and urgent problems to be solved.Based on this background,this paper takes CITIC Bank H branch banking service customer service satisfaction as the research object.The research content mainly includes the following aspects: The first part is introduction,which mainly introduces the research background,research significance,research Content and research methods,and the status quo of research at home and abroad were introduced;the second part of the definition of customer satisfaction and evaluation methods were summarized,and for the bank customer satisfaction evaluation and methods,expectations theory,performance theory and The third part is the case analysis.Firstly,the basic situation of CI branch of CITIC Bank,the current situation of bank customer service system and customer relationship management are introduced,and the basic contents of service and customer service system are introduced.The fourth part is the investigation and evaluation of customer service satisfaction of CITIC Bank H branch.This part first introduces the evaluation principle and marketing factor of bank service satisfaction,and then designs the service satisfaction for the specific situation of bank Degree of evaluation of the specific program,and Li models were evaluated.At the same time,it introduces the problems existing in the current customer service of the bank.The fifth part is the optimization of the customer service system.This part focuses on the optimization goals and principles,the specific optimization plan,and in order to ensure the optimization of the customer service system The sixth part is the conclusion,put forward the conclusion of this paper,and pointed out that under the study of the lack of research,the author points out that the research and development of the product and the promotion of information,Stage of the research direction.