A Study Of Customer Satisfaction On A Bank Of Shanghai Pudong Development Bank

With China's financial industry reform,China's banking industry is opening to the foreign banks and private capital.As marketization of interest rate,the banking industry is becoming increasingly fierce competition.And as a modern service industry,banking industry has entered into a buyer's market.A typical feature is that the banking industry is increasingly focused on customer service quality.A branch of Shanghai Pudong Development Bank is located in Yuexiu District,Guangzhou City.A group failure of the company affect a lot of bad business in 2013,resulting in a loan of more than 300 million can not recover.The bank run into trouble.A customer satisfaction survey display the branch's customer service satisfaction is low in SPDB Guangzhou Branch,which lead to the loss of customers is more serious.At present,there are many problems in the management of the public customer service.How to improve customer satisfaction in the tide of banking's reform is the urgent problem to the branch.By design customer satisfaction evaluation index system,this paper investigate the satisfaction and importance of each indicator.To find out the key indicators that effect the public customer satisfaction of A branch,including the customer manager's visits frequency,credit approval speed.We analyze the reasons for low satisfaction with key indicators from internal management of the branch.And presents some methods,including reclassifing the public customers of the branch by principal component analysis,promoting a balanced allocation of marketing resources,strengthening supervision and management of customer visits;reducing the returned of credit information by professional operation,accelerating the speed of credit review by classification batch,diversifing the methods of approval by authorized diversification.These satisfaction promotion strategys for key indicators is expected to increase satisfaction of corporate customers of the branch.