| With China's rapid growing economy and continuous optimization in financial area,there has been an increasing competition among banks.Until the end of 2018,there are 12 share-holding banks,134 urban commercial banks as well as other types banks with a total number of 60,000 branches plus the leading five banks of China including BC,ABC,ICBC,CCB and BCM.With the development of Internet industry in recent years,the widespread use of electronic payment has brought a threat to the state-owned banks.Each bank has been improving its core competence and making transition from the traditional product marketing to service marketing.So each bank focuses on how to improve the customer satisfaction.To some extent,the competition among the banks has been fierce.With the globalization,we will set a successful foot in a market as long as we adapt to the society and meet the customer's needsBeing targeted at the MK branch of CCB,this essay is designed to conduct research on the customer satisfaction and provide some practical solutions when analyzing the related theoretical model and interpreting the survey results.This essay consists of six chapters: Chapter One is introduction which focuses on background and significance and current situation of research both domestically and globally.Chapter two is an overview of the related theories covering a systematic introduction of the theories including the establishment of basic models and some explanations of customer satisfaction.Chapter Three is the analysis of the condition of MK Branch and its structure of index for customer satisfaction.Also a questionnaire about this is conducted systematically.Chapter Four is statistically analyzing the customer satisfaction of MK Bank.Chapter Five focuses on exemplifying how to improve the customer satisfaction based on the strategic measures to achieve the best result.Chapter Six is conclusion which is a summary of this research result and expectation for this research. |
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