Research On Performance Evaluation Optimization Of Branch Offices Of Rural Credit Cooperatives In City S

Since ushering in the new century,rural credit cooperatives(RCC)in many areas have been transformed into rural commercial banks,becoming an important part of China's financial sector and contributing a lot to the development of Agriculture,Rural Areas and Farmers(Three Rural Issues).In order to better serve the purpose of the Three Rural Issues,RCC in different regions have set up branch offices in counties and towns.However,the rapid growth of them has led to deficiency in the performance evaluation conducted by RCC over their branch offices.In addition,there is a rapid growth in the internet financial institutions,making some mobile payment apps,such as WeChat,Alipay,and Quick Pass,become the main means of payment for the young people.Meanwhile,the financial disintermediation has become intense and people usually prefer the faster and more convenient method to make transaction,resulting in the payment methods of customers gradually shifting from offline to online.Under this circumstance,if RCC still adopts the performance evaluation approach based on the financial indicators only,without any attempts to change or improve the service quality of the branch offices and motivate their staff,it is hard to ensure sound and sustainable development in the future competition.This paper first discusses the relevant theories about performance evaluation of commercial banks,and then takes the RCC in A county as an example to study and analyze the status quo of the performance evaluation in its branch offices through literature research and questionnaire survey.After that,problems are found including,failure in making it feature prominently,insufficient system guarantee,unscientific evaluation indicators,a large gap of merit pay,poor design of performance evaluation method,etc.Then,through the Balanced Scorecard approach and the Weight Factor Judgment Table method,its performance evaluation program is optimized,and the specific indicators in four aspects and focuses are clarified.By doing so,it could,to the great extent,encourage and mobilize the staff in the branch offices,which,in return,further enhances the service level and competitiveness of RCC.Finally,advice is given in respect of building organizational system,strengtheningtraining,enhancing enforcement and other aspects to guarantee the implementation of performance evaluation.