Research On Customer Satisfaction Of X Branch Of Agricultural Bank Of China

With the development of the society,people's living quality is generally improved,people pay more attention to the convenience of purchasing products,want to get better service experience or more added value.In the face of increasingly fierce competition in the financial market,whether commercial Banks can grab customers,strengthen customer relationship management and make customers satisfied is the key to the long-term and steady development of each commercial bank.Agricultural bank of China,one of the five state-owned Banks,is faced with poor customer experience,low satisfaction and serious customer loss.Strengthening customer relationship management and improving customer satisfaction is the direction ABC has been exploring.Based on the literature and relevant theoretical knowledge of domestic and foreign customer satisfaction research,this paper selects the research on customer satisfaction of agricultural bank of the X branch of ABC.The research methods are questionnaire survey,literature induction,analysis of sample characteristics and the combination of theory and empirical analysis.Firstly,by collecting the X branch of ABC of specific data,objective analysis to the bank customer satisfaction management present situation,discovered that the branch to civilization standard service execution does not reach the designated position,customer complaint frequently,lacking on service details,lack of innovation products and services,business process complicated,time-consuming,customer maintenance,customer churn phenomenon is serious.Secondly,the questionnaire was designed according to the customer satisfaction index model,namely ACSI model.The questionnaire distributed,recycling,using SPSS software test reliability and validity of the questionnaire,and then switch to use sample feature analysis concerning summary data information,statistical conclusion is: the vast majority of the customer's expectations of the bank is very high,to the bank for business,for the bank service facilities,products feel good,but the banking environment,customer service quality and efficiency,business deal with ease the perception of poor quality,from the aspect of the overall perceived value is very low,lead to low satisfaction,frequent complaints,complaints,customer loyalty is not high.Thirdly,factor analysis is carried out on the feedback data,extract the five common factor,respectively for perceived image quality with a bank,customer complaints and customer loyalty,customer satisfaction,perceived value,customer expected,including perceived quality image had the greatest influence on customer satisfaction with the bank,this is also the direction of the bank needs to improve.Finally,combined with the specific situation of the branch to summarize,put forward by focusing on customer needs,enhance customer maintenance,pay attention to service details,increase customer stickiness,improving the quality of customer service,to carry out the "6s" site management,attention to customer complaints,complaints,we will accelerate the implementation of the new business,new equipment,improve the efficiency of business to deal with,strengthen risk control,ensure the security of customer information,capital,to shape a good brand image measures such as improving customer satisfaction,improve customer loyalty,promote the development of the product and business,increasing efficiency of bank management and core competitiveness.