Research On The Improvement Of Service Marketing Of Yantai Rural Commercial Bank Based On Customer Satisfaction

Comprehensively deepening financial reform is an important part of China's deepening reform process.At present,China is in an important historical period of economic transformation and has put forward higher standards and requirements for financial services.The new economic subject have great difference on financial demand.Commercial Banks need to improve the old service marketing model to provide targeted,diversified and multi-level financial services constantly.The development of the internet financial not only bring people new ideas and consumption patterns of thinking,but also a great impact on the "scale expansion and capital consumption" of the inherent development model and profit space of commercial banks.Change has come.In order to get a foothold in fierce market competitions only if commercial banks can break through the traditional service marketing model and search to build a new system of service marketing with customer-centric interaction,innovation and integration.This article studies the service marketing of Yantai Rural Commercial Bank.On the basis of summarizing the related theories of customer satisfaction and service marketing and combining with the actual situation,collecting relevant information by designing questionnaires,analyzing the customer satisfaction of Yantai Rural Commercial Bank deeply by using a series of mathematical statistics tools and methods such as factor analysis,correlation analysis and regression analysis,in order to find the problems and deficiencies in the service marketing of Yantai Rural Commercial Bank.Finally based on the existing service channels of a single,the lack of high-end talent reserves,the lack of product individuation and research the lack of feedback system to support business process technology,interest rate marketization coping mechanism is not perfect,marketing positioning strategy deviation problem,this article presents suggestions on the existing issues:expanding service channels,enriching service marketing team build ing characteristic products,reengineering business process,strengthening the management of price,conversing promotion model in order to pronx>te the customer satisfaction of Yantai Rural Commercial Bank.