Research On The Status Quo Of Personal Customer Satisfaction And Improvement Countermeasures Of CCB A Branch

With the continuous deepening of reform and opening up,the competition in China's banking industry has become increasingly fierce.Internet companies and foreign banks have all started to compete in China's banking industry.China's commercial banks must change their mindset and begin to attach importance to the improvement of their service levels so that they can compete.Victory among them.In the context of the new economic normal,individual customers have become their new growth point.However,domestic commercial banks have not changed from the development model of public business to private business,which makes many domestic banks not pay attention to the development of personal customer business,and the satisfaction of individual customers is not very high.In particular,many personal business managers of many commercial banks only sell various types of insurance business to individual customers,and do not explain to them the detailed terms of the insurance business,causing many losses to many individual customers,making people's overall satisfaction with the commercial bank's personal business low.This is not conducive to the future development of commercial banks.This paper constructs a scientific personal customer satisfaction index system from four aspects of service level and quality,product,bank brand and image and business outlets,and then investigates its individual customer satisfaction.Using fuzzy analytic hierarchy analysis to carry out scientific analysis,the following conclusions are drawn: In the research of this paper,the satisfaction level and overall quality of the four dimensions of CCB A branch service level and quality,product,bank brand and image,and business outlets Satisfaction scores are low,both at the "general" level;from the results of this paper,CCB A's service level and quality,products,bank brand and image,and business outlets all have major deficiencies,and all need to take measures.To enhance the satisfaction of individual customers,this paper specifically proposes five aspects of countermeasures: improve service level and quality,strengthen product innovation,strengthen brand building,and optimize outlet construction.From the research results of this paper,for CCB A branch,in the context of the new economic normal,individual customers have become their new growth point,so it attaches great importance to the development of individual customers,but individual customers are a newer In the field of competition,the competition situation is different from traditional corporate customers.CCB A Branch currently has certain deficiencies in personal customer satisfaction,and needs to be effectively improved according to the research results of this paper to improve individual customer satisfaction.This study systematically studies the index system and evaluation methods of personal banking customer satisfaction in CCB A-score behaviors,and empirically analyzes the status quo of personal customer satisfaction of CCB A branches.The research results are in theory and practice.Both have a greater meaning.Theoretically,the research in this paper attempts to supplement the shortcomings of existing research.From a practical point of view,this study takes the individual customers of CCB A branch as the research subject,establishes a system of individual customer satisfaction evaluation indicators for commercial banks,attempts to analyze the shortcomings of personal customer satisfaction of CCB A branches,and then proposes strategies to improve the strategy.Effectively improve the personal customer satisfaction of CCB A Branch.Secondly,the results of this study have a general reference for China's commercial banks to improve the service quality of their individual customers,and the index system and evaluation methods proposed in this paper can make other commercial banks have more evaluation of their individual customer satisfaction.scientific.