A Comparative Analysis Of The Service Quality Of Bank Branches Based On The SERVQUAL Model

This paper,based on the classic SERVQUAL model and adding its own innovation under the actual financial environment in China,adds one dimension to three indicators,and then forms the BSQ model applicable to China’s banking industry.When doing a case analysis,a comparative analysis of two banks,the local joint-stock bank Qingdao Bank and the state-owned joint-stock Industrial and Commercial Bank.Through the distribution of questionnaires,the customers of the two banks obtained evaluations,and they obtained the evaluation of service quality respectively.And providing targeted advice to each bank can better improve service quality.The empirical results show that: ICBC’s customer satisfaction is relatively high,preferring to “more satisfied”,and The comprehensive evaluation made by the Bank of Qingdao customers is “generally satisfied”.The tangible weight is not high,but the basic Qingdao Bank scores lower than the Industrial and Commercial Bank of China.In terms of reliability,customers believe that ICBC is a reliable target of trust and becomes the most reliable one.In contrast,the respondents believe that Qingdao Bank’s services are enthusiastic and active and solve difficulties.Satisfactory indicators;Responsiveness,customers will equally consider the waiting time and efficiency,the results of the two banks are almost the same,ICBC scored slightly higher than the Bank of Qingdao;assurance,the customers believe that their service attitude is rigorous,serious,Better professional quality.However,ICBC still has a slightly higher score on the staff’s professional quality;in the empathy dimension,the customer thinks that the working hours of the two banks are very reasonable,because the subjective awareness of the selected objects is not controllable,but it is not Will have an impact on the conclusion;for the product and price,China’s current development of technology and technology can basically meet the customer’s demand for banking e-banking business.However,during the investigation,they found some common problems of the two banks.The banks’ attitudes and remedial measures in the face of unexpected errors did not reach the customer’s satisfaction attitude.In addition,for various bank charges,customers generally believe that fees are not transparent and reasonable.Improving the quality of banking services must start with these aspects.