Research On Measures To Improve Personal Financial Service Quality Of Bank Of Communications J Branch

with the healthy development of economy and the continuous improvement of residents’ income,as well as the impact of deposit interest rate decline and inflation,people’s demand for personal finance is expanding to achieve the goal of asset preservation and appreciation,which has greatly stimulated the booming development of personal finance services in the banking industry.Especially in recent years,the banking industry by the savings and loan interest rates to decrease profit margin,represented by alipay,suning financial online financial impact factors such as the impact is very big,and personal finance business because it has low cost,high income,risk control,high added value,etc.The development of personal finance business become almost the entire banking industry to the big retail transformation,a key point of profit growth.In the personal finance business,bocom has problems such as insufficient talent reserve,risk management imbalance,and backward basic allocation.Compared with the commercial Banks of the same level,the gap is slightly significant,which is inconsistent with its traditional dominant position in the industry.To improve the customer enjoy more high-quality personal finance service in bank of communications and the promotion of bank of communications have a better development in the personal finance business,based on the personal finance business services has great contribution to high net worth clients,and J branch of region economic potentiality is abundant,high-end customers for the contribution of bocom is high,the bank personal finance service of regional disparity is significant,large area survey is not very realistic factors,such as branch as the research object with J representative and operability.Then,based on relevant personal experience and communication with professionals,the problems of J branch and head office in personal finance business were summarized.PZB scale,according to the questions,reference,based on the SERVPERF model,remove the original reliability,responsiveness,considering there is a large defect in risk control ability bocom earnings and customer is most concerned with two factors,increase profitability and normative two variables,set of bank of communications in J personal finance service quality questionnaire.In addition,the customer who had received personal financial services of J branch was investigated for relevant satisfaction.Questionnaires were conducted randomly in 12 branches,with an effective rate of 83.3%.Then KMO and Bartlett tests were carried out on the data to obtain the conclusion that the sample is suitable for factor analysis.Then using factor analysis method to analysis,to extract the common factor,establish the J branch personal financial management service quality evaluation index system,and according to the factor contribution is calculated for each factor score and comprehensive score,factor score from low to high followed by caring for 2.5023 points,the standardization of 2.5036 points,profitability has line 2.6644 points,2.7817 points,guarantee for 3.2409 points,bank of communications in J of the comprehensive score of 2.7324 points,the overall score is low,it shows that J branch do exist some problems in the personal financial services.Finally,based on the score of each factor,the problems existing in personal financial services of bank of communications branch J were further analyzed,and the key factors that restricted the development of personal financial services of branch J and the head office were found out,so as to provide appropriate medicine.Based on the differences in authority between bank of communications J branch and head office,the focus of problem analysis may be biased.The analysis found that J branch’s low score in caring performance in differentiation,comprehensive financial services less thoughtful;The low risk score is the lack of risk control and information disclosure.The tangible score comes from the relatively backward infrastructure of the network.Profitability is reflected in that there is still room for improvement in earnings capacity;In terms of standardization,advantages such as talent and brand are not obvious.At the same time,the corresponding performance in the head office is uneven talent distribution and improper service mode,risk management and information disclosure need to be improved,the relevant hardware and software facilities are weak,the income capacity of financial products need to be strengthened,and financial brand marketing and promotion lag behind.Then,the paper conducts a more detailed analysis of each problem and puts forward feasible solutions from the perspectives of J branch and head office.J branch has made some improvements in improving differentiated and comprehensive financial service quality,improving risk management system and increasing information disclosure,improving and optimizing infrastructure construction of branches,improving product innovation ability and promoting yield rate,promoting talent cultivation and expanding financial brand influence.The head office has done a lot to improve the content of talent allocation,establish a standard system for risk management,optimize the procedures of hardware and software,strengthen the innovation of financial products and form the advantages of financial brand.The innovation of this paper is to conduct a more in-depth study on the quality of personal financial services with the example of bank of communications,J branch,and put forward some feasible Suggestions.The deficiency is incomplete collection of documents and data.The exploration of the problem is not thorough enough.Due to the limited time and personal ability,there are still some problems in the paper,such as how to develop flexible performance assessment indicators,which need to be considered.Meanwhile,some of the Suggestions proposed are not very practical.