Study On The Service Quality Measurement And Promotion Strategy Of Agricultural Bank Of China Xiangxiang Branch

County governance,all governance."Facing agriculture,rural areas and farmers" is the management principle that Agricultural Bank of China has been pursuing.The main position of agriculture,rural areas and farmers business is in the county.In recent years,the overall business operation of the county branch of Agricultural Bank of China has been hovering below the level for a long time,and there is a large gap in the main indicators of deposit,loan and medium income.The Agricultural Bank of Xiangxiang is one of the two key county banks in Xiangtan area,but in the process of business development,it fails to pay enough attention to the service quality,and some staff’s working attitude,ability and level need to be improved.Based on this,this paper takes the Agricultural Bank of Xiangxiang as the blueprint to carry out the investigation and research,aiming to analyze the problems existing in the service quality of the County Agricultural Bank,and put forward the preliminary proposal Countermeasures.Based on the theory and characteristics of financial service quality of commercial banks,the model and method of service quality measurement,service quality and customer satisfaction,service quality and enterprise performance and other related theories,this paper comprehensively uses SERVQUAL analysis and expert scoring method to build a set of relatively scientific and effective service quality evaluation index system,and studies the service quality of Xiangxiang Agricultural Bank Quantity problem.Firstly,this paper introduces the meaning and characteristics of service quality,the model and method of measurement,and the theory of the impact on enterprise performance,and then combines with the Agricultural Bank of China’s "facing agriculture,rural areas and farmers" Based on the business philosophy of "serving urban and rural areas",an index system of 22 service quality measures is constructed in five dimensions of tangibility,reliability,responsiveness,assurance and empathy.Then,basic data of 318 customers are obtained through instant questionnaires and in-depth interviews,and services are carried out from four aspects of corporate liabilities,corporate assets,personal liabilities and personal assets The measurement of quality,the overall situation of the bank and five dimensions are fully analyzed and discussed to explore the main reasons for the problems of service quality at different levels;finally,the countermeasures and suggestions for improvement are put forward from seven aspects.This study found that the overall service quality evaluation of corporate customers is 0.21 higher than the average value ofindividual customers,in which the maximum difference of tangibility is 0.36,the minimum difference of responsiveness is 0.05,and the responsiveness and empathy of corporate customers are lower than the average value,and the tangibility and assurance of individual customers are lower than the average value.Based on the conclusion of this paper,Agricultural Bank of China should improve its service quality from seven aspects,such as setting up differentiated customer service scheme and quickly responding to customers’ financial needs.In this paper,22 indicators are selected from five dimensions of tangibility,reliability,responsiveness,assurance and empathy to build an indicator system of service quality measurement,which can better solve the problem of undifferentiated setting of service standards and processes for county-level banks,and provide a better reference value for County-Level Agricultural Banks to understand the needs of different customers and carry out targeted marketing.