Research On Customer Perceived Service Quality Of Agricultural Bank Of China Luoyang Branch

Under the impact of the wave of technology and finance,the service mode of the traditional banking industry has been challenged to a certain extent.The market competition is increasingly fierce,and customers' requirements on the service quality provided by Banks are also gradually improved.If not timely response to changes in customer demand for services,the traditional banking industry will be difficult to gain a foothold in the competition.The research object selected in this paper--the Luoyang Branch of Agricultural Bank of China has a high customer complaint rate and no advantage in market share.There are few domestic researches on the service quality of Banks,and managers cannot find any research with guiding significance as a reference for decision-making when they encounter practical problems.Therefore,the research on the service quality of Banks has certain theoretical and practical value.Centering on the research on customer perceived service quality,based on relevant theories sorted out by literature research method,this paper constructs a service quality evaluation index system containing 22 measurable specific indicators on the basis of the service quality evaluation RATER index model.According to the evaluation system,a 25-question service quality questionnaire was designed,and through the statistical analysis of the results of the questionnaire collected,eight specific indicators of the big gap in the tangible,reliability,responsiveness and empathy of customer perceived service quality in the Luoyang Branch of Agricultural Bank of China were obtained.After that,through interviews with some middle and senior managers of the Luoyang Branch of Agricultural Bank of China,seven reasons for the gap indicators were summarized.Finally,combined with the theory of service quality gap model,this paper proposes corresponding strategies to improve service quality from four aspects such as bridging the cognitive gap,the standards gap,the transmission gap and the communication gap.It is hoped that the research in this paper can help the Luoyang Branch of Agricultural Bank of China improve service quality and market share,and provide reference for other Banks.