The Customers Satisfaction Influencing Factors With The Bank Wealth Management Products

Since China Everbright Bank launched its first wealth management product in 2004,the bank's wealth management products have developed rapidly which is enriching China's wealth management market,meeting the needs of value preservation and appreciation of residents.It occupied an important position in the financial assets of residents and the satisfaction of customers was also high.However,with the implementation of the new rules for bank financial management,customer satisfaction may decline,which will also affect customers' willingness to purchase.Wealth management customers are important profitable customers' resources.We understand whether customers are satisfied with the bank wealth management products purchased at this stage.What are the factors affecting their satisfaction?It is of great significance for banks to improve the competitiveness of wealth management business.By using the theory of commercial bank management knowledge and behavioral finance in finance,this paper analyzes the characteristics of current bank wealth management products and customers who purchase bank wealth management products.Combining the relevant theories and models of customer satisfaction and carries out data analysis on the questionnaire to explore what factors will affect customer satisfaction with financial products.The factors to be examined include: investor characteristics(age,education,investment experience,risk tolerance,assets,etc.),service perception(hardware environment,service quality,professional quality of financial personnel,etc.),revenue perception(similar income,expected income),product actual rate of return),risk perception(product complexity coefficient,product risk factor),brand image,value perception,customer satisfaction,etc.Finally,puts forward suggestions on the design and innovation of financial products with combining with the relevant knowledge of finance from the perspective of improving customer satisfaction.According to the analysis of the survey results,perceived value is the most important factor affecting customer satisfaction with bank wealth management products.Second is the perception of income.Finally,the impact of customer expectations on satisfaction is relatively small.In addition,individual differences will have different responses when evaluating bankwealth management services.Different customer service strategies are adopted to meet different needs of customers,which is conducive to improving customer satisfaction.