The Research On Service Quality Improvement Strategy Of Luojiang Rural Commercial Bank West Branch

With the acceleration of economic globalization and financial marketization,the number of foreign Banks and private Banks has mushroomed.However,the space of the financial market is relatively fixed.From the perspective of domestic Banks,large state-owned commercial Banks have strong competitiveness in such aspects as operational management maturity,financial product diversification and market recognition.As an important supplement to the state-owned financial system,private Banks have the advantages of flexible mechanism,high efficiency and strong professionalism.In particular,the private Banks represented by qianhai weizhong bank combine with the Internet to provide differentiated and efficient services to meet the needs of individuals or enterprises for small and micro loans and develop rapidly.Private bank is aimed at retail banking,along with the continuous development of the private bank for some local banking institution represented by rural credit association caused a greater impact,because of the increase in the level of economy and culture at the same time customers improve comprehensive quality,more the pursuit of personalized and differentiated financial services,so Banks want to share in the fierce market competition,it is necessary to better meet the needs of customers,reducing the gap between customer expectations and service experience,searching for ways to improve service quality,to ensure that you have a certain market share,not eliminated by the market.In the face of competition in the financial pressure,a lot of banking institutions have change management ideas,abandon the original "with products as the center" business ideas,to "take the customer as the center" the service idea,pay more attention to the quality of customer service management,hope that through effective customer management and service quality optimization to promote the development of their own.With the development of national economy,this kind of financial pressure has been expanding its influence scope and even sinking to some local financial institutions.This paper takes luojiang rural commercial bank west office as the research object.First of all,starting from the problems reflected in "mysterious person inspection",which is the main method to evaluate the service quality of luojiang rural commercial bank’s west office,it puts forward the urgency and necessity for the west office to improve the service quality.Secondly,in order to make a comprehensive quantitative analysis of the service quality of the branch office in west and outside China,based on the SERVQUAL model scale and combined with the actual situation of luojiang rural commercial bank,22 specific indicators were set according to the five dimensions of service quality to form a questionnaire to investigate and understand the service quality status quo of the branch office in west and outside China.And according to the analysis on the current status of the existing service quality research,excavated luo agri-businesses Banks outside the west branches service quality problems and deficiencies,and according to the total quality management theory from the focus on customer needs,improve service quality management,improve the quality of service system and so on five aspects put forward ascension luo agri-businesses Banks outside the west branches the concrete measures of service quality,in order to achieve the effect of improving customer satisfaction.At the same time,it also hopes to provide certain reference and reference for the development of the service quality management of rural financial institutions such as luojiang rural commercial bank and promote the further development of the service quality management of rural financial institutions.