Research On The Improvement Of Retail Customer Service Satisfaction Of Grassroots Sub-branches Of Commercial Banks

With the improvement of the opening degree of financial market and the deepening of financial market reform in China in recent years,foreign banks have accelerated their access into China's financial market and domestic joint-stock commercial banks have developed rapidly.At the same time,the continuous rise of Internet financial models and tools has brought some challenges to the traditional banking operations.The intensification of competition among banks has aroused the attention of banks.How to attract and retain customers in the wave of competition has become the core of banks' competitiveness,and improving customer satisfaction is one of the key ways.Based on the customer service content of commercial banks,this paper constructs and applies the customer satisfaction evaluation index system,and formulates the strategy to improve the customer satisfaction of retail banks,so as to improve the customer satisfaction of grassroots sub-branches and promote the sustainable and stable development of commercial banks.Firstly,sorted out the research status of customer satisfaction at home and abroad,and introduced relevant theories such as customer satisfaction,4C theory,perceived service quality theory and satisfaction model;Secondly,based on the principles of target,comprehensiveness,feasibility and hierarchy,evaluation indexes were selected from five aspects of bank products,service environment and facilities,service personnel,service process and service remedy to establish the evaluation index system of customer service satisfaction of grassroots sub-branches of commercial banks;Then,taking Zhangdian branch of Agricultural Bank of China as an example,by using questionnaire survey and fuzzy comprehensive evaluation,receives the customer service satisfaction score of zhangdian sub-branch was 3.3750,belonging to the "general" level.The factors of low satisfaction in customer service of Zhangdian branch were identified through evaluation,including insufficient placement of multi-function equipment,disordered and irregular order filling,long customer waiting time,inflexible service schedule,insufficient active service of employees,low efficiency in handling complaints and suggestions;Finally,formulate strategies for improving customer service satisfaction of grassroots sub-branches of commercial banks:first,improving the environment of business outlets;second,improving the quality of bank employees;third,reducing customer waiting time;fourth,improving the handling mechanism of customer complaints;fifth,providing convenience for customers as much as possible.