Research On Service Quality Of Commercial Banks Based On Customer Experience Value

With the change of customer demand and Financial Competitive Environment,when customers choose banks to handle financial business,they no longer simply consider factors such as the prestige of commercial banks,distance from their place of residence and place of work,and more often,is based on their own in the network financial services and business network services to experience the value of choice,which has brought a greater challenge to the traditional business model of commercial banks.The core competitiveness of modern commercial banks is to meet the business needs of customers to the greatest extent,to enhance the value of customers’ financial experience and thus to enhance Customer satisfaction and loyalty.Therefore,if commercial banks want to enhance their own strength in the complex competitive environment,they must look for effective ways to improve their service quality from the perspective of customers.Taking XY branch of Postal Savings Bank as an example,this paper constructs an evaluation index system of service quality based on customer experience,and designs a questionnaire of service quality for XY branch of Postal Savings Bank.First of all,using the SPSS software to carry on the exploratory factor analysis to the questionnaire survey data,we extracted four dimensions of service quality evaluation,which are respectively the electronic bank,the network management,the network facilities and the personnel service,and Amos software is used to verify the pre-designed service quality evaluation system of commercial banks by structural equation modeling.Secondly,using analytic hierarchy process(AHP)to determine the weight of service quality evaluation index of XY branch of Postal Savings Bank;thirdly,to evaluate the service quality of five full-function outlets of XY branch of Postal Savings Bank,the following conclusions are drawn: the total service quality of XY branch of postal savings bank is 3.886,which is basically a good level when the total score is 5;From the weighted scoring results of the four dimensions,the ranking of service quality scores of the four dimensions is as follows: personnel service(1.571),> electronic banking(1.311),> network management(0.571),> network facilities(0.433);finally,based on the service Quality Evaluation Index System of XY branch of postal savings bank,this paper probes into the main factors influencing the service quality of the branch,and advances some corresponding countermeasures,it is expected to provide reference for the improvement of the service quality of XY branch of postal savings bank in the future.