Research On The Improvement Strategy Of ZS Bank's Operation Service Quality In Inner Mongolia

With the implementation of free floating interest rate by the People’s Bank of China in 2015,the market competition pressure among commercial banks in Inner Mongolia has been intensified.In addition,with the rapid development of electronic banking,the real banks are facing more and more challenges.In order to gain an advantage in the competition,commercial banks need to find new marketing models in combination with their own conditions.In the past,the old marketing mode was product-centered seller’s market,and the current bank market is consumer-centered buyer’s market.Banks need to use service marketing to improve their market competitiveness and service quality to highlight their competitive advantages.ZS bank has always been the leader in the national joint-stock commercial banks.In the face of fierce market competition,in order to win the competition,ZS bank in Inner Mongolia needs to make full use of the advantages of service quality to improve market competitiveness.Based on the theory and practical observation,this paper will study the strategy of improving ZS Bank’s operation service quality in Inner Mongolia,which is of great significance to cope with the fierce market and financial competition.In order to win in the fierce market competition in Inner Mongolia,ZS Bank must strengthen the concept of service marketing and pay attention to the improvement of service quality.Firstly,this paper introduces the related theory of service quality improvement,which lays a foundation for the study of ZS Bank’s operation service quality in Inner Mongolia.Through the study of service marketing theory,service quality gap model and customer satisfaction model,it finds out the existing problems of bank service.From the perspective and angle of the basic bank managers,this paper summarizes experiences of the work of improving service quality for many years.Through repeated cycles from practice to theory and then to practice,this paper puts forward some measures and suggestions for improving service quality of banks,which should be more realistic,more useful for reference and practical significance.