Measurement Of Customer Satisfaction In Commercial Banks

The imitability of financial products makes customer resources become the most important resources that affect the competitiveness of banks.Research shows that for every5 % increase in customer satisfaction,corporate profits will increase by 25-85 %.Therefore,good customer satisfaction has become the key for commercial banks to achieve lasting competitiveness.Due to the unique multi-ethnicity of Xinjiang,customer satisfaction with the products and services provided by the bank is heterogeneous.Therefore,it is necessary to study the customer satisfaction ofXinjiang Commercial Bank.This article consists of five chapters.Chapter 1,Introduction.Through reading the relevant literature,we can understand the status quo,measurement index and influencing factors of the satisfaction evaluation of commercial banks,so as to lay the theoretical foundation for this paper.The second chapter,the investigation program design and implementation.This chapter mainly expounds the design of the questionnaire,and the trial survey and trial analysis of the questionnaire.Based on this,the reliability and validity of the questionnaire are tested and the questionnaire is finally determined.The third chapter is the measure of customer satisfaction of Xinjiang Commercial Bank.This chapter mainly uses descriptive statistical analysis to reveal the general characteristics of customer satisfaction,and uses cross-analysis and correlation analysis to reveal the heterogeneity of customer satisfaction.The fourth chapter analyzes the influencing factors of customer satisfaction of Xinjiang Commercial Bank.This chapter mainly uses the structural model to measure the direct and indirect factors that affect customer satisfaction.The measurement model is used to measure the degree of interpretation of the observed variable to the potential variable.Chapter5,conclusion and enlightenment.According to the results of statistical analysis,the author makes a conclusion to explore the way to improve the customer satisfaction of commercial banks.The description statistical analysis and cross-analysis show that the customer satisfaction of Xinjiang Commercial Bank is generally close to "relatively satisfactory",and among the four dimensions of "service quality","environmental quality","business quality" and "corporate image" that constitute customer satisfaction,"environmental quality" The highest satisfaction,"Quality of business" has the lowest degree of satisfaction;Among the variables,"bank employee politeness" was the highest,and "queuing time" was the lowest.Among thecommercial banks surveyed,the customer's satisfaction with China Merchants Bank is the highest,and the satisfaction with rural credit cooperatives is the lowest.In addition,gender,age,ethnicity,education,monthly income,and occupation all have an impact on the satisfaction of service quality,environmental quality,business quality,and corporate image.The results of the structural equation model show that the satisfaction of Xinjiang residents to commercial banks is influenced by the quality of service,environmental quality,business quality and corporate image of commercial banks,and these four factors have a positive impact on customer satisfaction.Of the four factors that affect customer satisfaction,only the corporate image has a direct impact on it,which is 0.802,accounting for 28.79 % of the total impact effect.The quality of service,environmental quality,and business quality all affect customer satisfaction in a way that combines direct and indirect effects.Among them,the image of the enterprise has the greatest impact on customer satisfaction,and the environmental quality has the least impact on customer satisfaction.