Research On Strategies For Improving Customer Perceived Service Quality And Satisfaction Of PD Bank Kunming Branch

In recent years,with the rapid development of financial technology and the change of customer behavior,the traditional services,processes and facilities of bank branches are difficult to adapt to the digital real economy.Under the current trend of high homogeneity of financial products and services,diversification of customer needs and individualization,improving the quality of service,increasing customer satisfaction and loyalty have become the main ways for banks to enhance their competitiveness.In order to improve the service quality and customer operation ability of PD Bank Kunming Branch,this study is based on the customer perception and the new changes of personnel,environment and service pattern in the digital transformation of PD Bank Kunming Branch.On the basis of materiality,reliability,responsiveness,assurance and empathy,the scale is optimized and innovative measurement dimensions are added.Data factor analysis,reliability validity test and regression analysis of 326 valid questionnaires of PD Bank Kunming Branch were carried out,and it was found that materiality,empathy and assurance had a great influence on customer satisfaction,while responsiveness,reliability and empathy were the main causes of customer dissatisfaction.Based on the empirical results,this paper provides PD Bank Kunming Branch with effective customer service quality and satisfaction improvement strategy from six aspects: optimizing the layout of network facilities and functions,scientific reengineering of service flow team,transforming service concept and service mode,building intelligent customer experience,upgrading comprehensive service skills and perfecting service management mechanism.At the same time,it also provides some theoretical basis for commercial banks to construct the service quality evaluation system,and provides practical reference for the service transformation and operation management of commercial banks under the digital background under the demand of meeting the new service trend of customers and the general public.