Research On The Improvement Strategy Of Personal Finance Service Quality Of Lanzhou Bank

In recent years,with the steady development of China's economy,the disposable income of urban residents has been increasing year by year,and the residents' financial management concept has been continuously strengthened.Therefore,the personal finance business of commercial Banks has become more and more important.Individual financing business development process from abroad,our country also has the very big development space,personal finance business of personal financial business in commercial bank business proportion also unceasingly to enhance.Lanzhou bank is located in the northwest economy less developed areas,caused by a lack of financial service ability,information block,the development of personal finance business scale and service level there is a big gap with the developed area.Lanzhou bank want to place in the fierce market competition,it must be personal financing business service quality through ascension to improve market competitiveness.Around Lanzhou bank personal financial business,this paper through the questionnaire survey form,build a service quality evaluation model,the problems that exist in the Lanzhou bank personal financing business service,and promotion strategy is put forward.On the basis of reviewing and summarizing the service quality evaluation model and evaluation method,this paper combines the actual situation of personal finance business of bank of Lanzhou with reference to PZB service quality measurement scale and SERVPERF model,and selects 16 indicators to comprehensively evaluate the service quality of personal finance business of bank of Lanzhou through fuzzy comprehensive evaluation method.The study found that the service quality of personal finance services of Lanzhou bank can basically satisfy customers on the whole,but there is still a lot of room for improvement,especially in terms of responsiveness,reliability and security,which should be paid more attention to.Finally,combining with the actual situation of Lanzhou bank personal financing business service reliability,responsiveness,security,analyzing three dimensions found the following problems: The financial management personnel professional level is low;Insufficient disclosure of financial product information;Lack of personalized financial services;Risk control ability of financial products needs to be strengthened.And put forward the following promotion strategy: Establish personal finance and professional team of high-quality;Enhance the information disclosure of financial products;Provide personalized financial services;Improve the risk control ability of financial products.