Research On Personal Customer Satisfaction Of Shanghai Pudong Development Bank Changsha Branch

In recent years,China's financial market has gradually opened up,and the degree of financial marketization reform has continued to deepen.With the transformation of the joint-stock reform of some state-owned banks,the relaxation of the access system for non-state-owned joint-stock banks,and the slow rise of commercial banks in some cities.The overall competition in the banking industry has intensified greatly.At the same time,foreign banks are constantly flooding into China's financial market and the continuous rise of Internet finance models and tools.Compared with traditional banks,Internet finance has a low barrier to entry,low cost,and high customer traffic.A large number of customers have brought a big impact on traditional banking operations.The commercial banking industry has shifted from a seller's market to a buyer's market.The changes in the current competitive landscape have caused the business space of commercial banks' deposit and loan business to shrink continuously,and competition for customers.It is becoming more and more cruel,especially in the extremely severe situation in terms of the quality of services provided.The intensification of bank competition has triggered the attention of various banks.How to attract and retain customers in the wave of competition has become the core content of major banks to improve their competitiveness,and improving customer satisfaction is one of the key ways.This article combines the relevant content of customer service of commercial banks,builds and uses a customer service satisfaction evaluation index system,formulates a bank's personal customer satisfaction improvement strategy,thereby improving customer satisfaction of SPDB Changsha Branch and promoting the continuous and stable development of commercial banks.First,review the current status of domestic and foreign bank customer satisfaction research,and focus on introducing customer satisfaction theory and its formation mechanism,4C theory,perceived service quality theory,and satisfaction model and other related theories;second,based on goal,comprehensiveness,and feasibility And hierarchical principles,select evaluation indicators from the five aspects of bank products,service prices,service quality,service environment and facilities,and service recovery,and establish an evaluation indicator system for individual customer service satisfaction of SPDB Changsha Branch;Use,design corresponding questionnaires and conduct surveys;then process the data according to the survey results;and then use the analytic hierarchy process to define the relationship between the 30 evaluation indicators determined and determine them as the second-level indicator names,And jointly use the Delphi method and the customer weighting method to quantify the weight of the three-level indicators,and then use the weighted average method to calculate the customer satisfaction score of the specific indicators at various levels to obtain the overall personal customer service satisfaction of Changsha Branch The final score is 4.20,which belongs to the "satisfaction" level.In general,the satisfaction of individual customers of SPDB Changsha Branch is relatively high,but during the evaluation process,there are also some factors of relatively low customer satisfaction,such as whether the product design of the bank is personalized and whether the choice of the number of products is rich The diversified and conventional business processing speeds are not satisfactory;at the same time,there is room for improvement in the convenience of automatic deposit and withdrawal machines and the timeliness of complaint handling.Finally,formulate strategies for improving customer service satisfaction of SPDB Changsha Branch:First,continue to develop and develop personalized financial products to improve core competitiveness;Second,strengthen information disclosure to improve the transparency of wealth management operations;The third,try to speed up the efficiency of conventional business processing,speed,reduce unnecessary waiting time of customers;The fourth,standardize network management and increase the convenience of self-service equipment(cash machine);The fifth,improve the customer complaint mechanism,respond quickly and efficiently to customer complaints;The sixth,strengthen brand building helps the SPDB's culture.