Research On Improving Customer Satisfaction Of H Bank XZ Branch

With the increasing openness of the financial industry and the rapid development of Internet finance,the competition among banks is increasingly fierce.In order to seize market share,Banks must take "customer-oriented" as the development purpose,so improving customer satisfaction has become a key factor for the development of Banks.Only by improving customer satisfaction can banks continuously improve their competitiveness and customer loyalty,thus creating more value.H bank branches in XZ market is relatively small,the trend of development is not very obvious,along with the increase in XZ market other commercial banks,to some extent,resulting in the loss of customers,and new customer group is no significant new.H bank as earlier in XZ commercial banks,how to improve customer satisfaction,how to acquire new customers,how to increase the existing customer stickiness,H bank XZ branch now have to think in the business customers.Therefore,it is of positive and practical significance to study the improvement of customer satisfaction of H bank XZ branchThis paper takes XZ branch of bank H as the research object and,based on the customer satisfaction theory,studies the customer satisfaction of H bank XZ branch through literature analysis,in-depth interview,analytic hierarchy process and questionnaire survey.On the basis of drawing on the research status at home and abroad,combined with the internal data such as the mysterious man's inspection report,the analysis form of complaint work order and random visits in the hall,the index system in line with the current status of satisfaction of H bank XZ branch was constructed,and the weight of each index was determined by expert scoring method and analytic hierarchy process.Design the questionnaire according to the actual situation of H bank XZ branch,conduct field investigation on the questionnaire,and process the data collected from the questionnaire.Through the analysis of the questionnaire data,the satisfaction scores of each index were calculated,and the existing problems were analyzed.Finally,from improving the hall environment,the internal signs were standardized.Increase free parking spaces and free parking time;Improve service quality,improve the complaint mechanism;Strengthen the business training,optimize the business process,establish the assessment mechanism;Improving bank self-service,maintaining information security and developing new financial products,and taking effective publicity to put forward specific measures to improve customer satisfaction are of practical guiding significance to improve customer satisfaction and market competitiveness of H bank XZ branch.There are 10 figures,39 tables and 56 references in this thesis.