Research On Service Quality Improvement Of AB Agricultural Commercial Bank's Network

In recent years,with the rapid development of the national financial industry,the number of financial institutions is increasing,and the competition among commercial banks is becoming increasingly fierce.In today's society,the competition among commercial banks is no longer just the competition between financial products,but also the competition of comprehensive service quality.As the main force of rural finance,rural commercial banks have been restructured from rural credit cooperatives and are emerging local commercial banks.However,due to historical problems and the unique characteristics of customer groups,there are still many problems in the service quality of rural commercial banks' business outlets.Therefore,the scientific research on the service quality of rural commercial banks' outlets can help them find problems,solve problems and improve the competitiveness of banks,which has great practical significance.This paper chooses AB rural commercial bank as the research object.Firstly,according to the actual situation of AB Agricultural and Commercial Bank,the blueprint of network service is drawn,and the current situation of network service of AB Agricultural and Commercial Bank is analyzed.Secondly,according to the relevant theories of service quality,the SERVQUAL model is selected as the service quality evaluation model,and the SERVQUAL model is improved by visiting and investigating,combining with the characteristics of the bank,seven dimensions of evaluation indicators are designed,and a service quality evaluation questionnaire is made,which is used to evaluate AB Agricultural and Commercial Bank Network.Empirical research was conducted.Then,using the professional analysis method to analyze the survey results,according to the analysis results,from the tangibility,reliability,responsiveness,assurance,care,practicability,characteristics of seven aspects to find the existing problems in the service quality of the bank's outlets,and make a scientific evaluation of the service level of the bank's business outlets.Through investigation and analysis,it is found that AB Agricultural and Commercial Bank's network service mainly has some problems,such as insufficient characteristic service,need to improve hardware environment,lack of diversification of products and so on.Finally,the paper puts forward practical solutions and suggestions from the aspects of characteristic network,network environment facilities,service products and service marketing,service management system and personnel construction.