Research On The Influence Factors And Countermeasures Of Corporate Banking’s Service Quality Of C Branch Of China CITIC Bank

With China’s economic development entering the new normal stage,the scale of the financial industry is expanding rapidly,and the leading era of the rapid development of the banking industry has quietly left.Under the background of financial supply side structural reform,commercial banks are facing endless challenges.First,from the perspective of the economic policies,economic downturn and LPR(loan base interest rate)mechanism have compressed the net interest margin space of commercial banks,which has brought severe tests to the risk prevention and control as well as interest rate pricing ability of commercial banks.Commercial banks can no longer wait to die and still rely on the traditional Second,from the perspective of industry development,the steady development of Internet finance,cloud computing and mega data makes more and more third-party financial service providers springing up,which not only complements the shortcomings of traditional financial services,but also provides a more convenient financial service innovation model,seizing part of the customer resources and market share of commercial banks Thirdly,from the perspective of customer demand,with the improvement of per capita income and medical education level,the comprehensive quality of the Chinese people has experienced a qualitative leap,bank customers are no longer satisfied with the traditional service mode and service level,financial demand has become more specialized,diversified and integrated,and the evaluation standard of highquality service has also become higher,so customer resources have become the lifeblood of bank development.In order to stand out in the fierce financial competition environment and seize more market share,the major commercial banks are constantly transforming to "customer-centered" and service-oriented intelligent banks.For the impact of service quality on the development of commercial banks,many scholars have done a lot of research on large-scale state-owned commercial banks.Joint stock commercial banks are an indispensable part of China’s financial system,and the research on service quality is less and started late.C branch is a first-class branch established in the southwest of China.China CITIC Bank was set up in December 16,1997 and now has 41 branches in all.Over the past 21 years,CITIC Bank C branch always adhere to the coordinated development of "efficiency,quality,scale" business philosophy,to further establish the mainstream position in the local bank industry of the city,with the main business profit index ranks forefront of the small and medium-sized joint-equity commercial banks.According to the CITIC Bank annual report of 2018,the corporate banking,retail banking and financial markets plate pre-tax profits accounted for 44.6%,29.0% and 25.3% respectively.It follows that the corporate banking occupies an extremely important position in C branch of China CITIC Bank.Meanwhile,corporate customer resources also have an important impact of profit benefits and value creation for C branch.The limited high-quality customers also increasingly become the object pursed by major commercial Banks.Facing the severe economic development environment and stimulate competition of bank industry,CITIC Bank C branch should be customer centered,with the orientation of value creation and light development.In order to seek a new way out in the challenges,find new highlights in the competition,establish a new image and achieve new breakthroughs in the transformation,undertake more financial development tasks for the society,C branch of China CITIC Bank are supposed to focus on how to improve the service quality of corporate banking to improve customer experience,broaden customer groups,enhance customer stickiness and brand influence to maintain competitiveness,which is also of great strategic significance for its early realization of the great goal of "the best comprehensive financing service bank".Using CITIC bank C branch as the research sample,this text is going to analyze the present situation and problems of service quality based on the "S-Cape" questionnaire method which is the improvement of SERVQUAL model,and finds that there are corresponding problems in the service ability,service attitude,service products and service facilities of C branch of China CITIC Bank.In order to improve the service quality of corporate banking,the following suggestions are put forward: first,to speed up the improvement of service capacity,including improving human resource allocation,strengthening the training management of service personnel,backstage support for corporate banking management departments and establishing a normalized marketing mechanism;second,to strengthen the assessment of service attitude,through changing the service awareness of the employees,improving the way of performance evaluation,increasing the punishment of service complaints and implementing the specific measures of the first asked responsibility system;The third is to optimize the service product and process settings,simplify the operation process of the service product,realize intelligence and digitalization;the last is to improve the service experience mode,enhance customer participation and improve service satisfaction.Through the research results of this paper,I hope it can truly realize and help C branch of China CITIC Bank improve the service quality and comprehensive competitiveness of corporate banking,and also can bring certain reference for other joint-stock commercial banks’ quality management of corporate banking.