Research On The Improvement Strategy Of Personal Middle And High End Customer Satisfaction In Bank A

With the further opening of the financial market,foreign banks in China,small and medium-sized banks emerge in endlessly,coupled with the rapid development of network finance,virtual banks have emerged,which has a great impact on the development of traditional large commercial banks.The pace of interest rate marketization has been accelerated and market share has been gradually reduced.Since the implementation of the new regulations on capital management,the development of the financial market has been further standardized,and the pace of transformation of traditional commercial banks has also been speeded up.The traditional "product-centered" service concept of commercial banks has gradually changed to "customer-centered".The customer is the foundation of the steady development of the bank,and the high-end customer is the main contributor to the bank deposit and intermediate business income.At present,the variety of products in the banking industry is gradually rich,customer service to high quality,omni-directional development,customers are facing a variety of choices.And the middle and high end customers are the resources they seize.In this fierce competition,this kind of high-quality customer resources is the core of bank competition,customer demand is different,resulting in different customer choices,the stock of high-end customers will inevitably lose,leading to the decline of financial assets,income plummeting,for the development of banks,there is a certain challenge.This urges the bank to take measures to attract,maintain this part of the customer,and constantly improve customer satisfaction,through the establishment of a stable and lasting relationship with customers to increase the proportion of customers in the bank assets,and then improve the customer's profit contribution in the bank.In this paper,the question,theoretical research,current situation analysis,empirical analysis,promotion strategy to carry out the research;this paper uses consulting interview method,questionnaire survey method,factor analysis,etc.method to carry on the analysis.This paper takes the personal middle and high end customers of Bank A as the research object,refers to the relevant literature of customer satisfaction,studies the mature theoretical results of customer satisfaction,combined with the problems existing in the middle and high end customer relationship management of Bank A at this stage,analyzes the factors that affect the satisfaction of A Bank,and obtains the questionnaire indexes by consulting and interviewing the relevant personnel.In this paper,referring to the ACSI model,the questionnaire structure is designed,and the main part of the questionnaire is divided into three dimensions,among which the second dimension is brand image,network environment,service product,personnel service,service process,and the third dimension divides the second dimension into 22 questions.In order to facilitate the quantification of questionnaire data,the questionnaire will be Answer scale processing,in order to find out the situation of low customer satisfaction,problem assignment from low to high ranking.In this paper,the questionnaire data are analyzed and integrated by data analysis software,and then validity and reliability analysis,factor analysis and descriptive analysis are carried out.Through the empirical analysis and descriptive analysis of questionnaire data,it is found that the overall level of customer satisfaction of Bank A is high,but the service process,service products and network environment are below the average level of overall satisfaction.In addition,that high-end customer satisfaction promotion strategy in bank A is given from these dimension:the service process management,the rich service product content,and the service environment are improved.