Research On Improving Customer Satisfaction Of Agricultural Business Of Agricultural Bank Of Jinan

With the increasingly fierce competition in the banking industry,the management of customer relationship and the improvement of customer satisfaction have become the core of the banking industry.The improvement of customer satisfaction is of great significance to the development of the banking industry.From the perspective of customers,the improvement of the bank’s customer satisfaction will make customers feel the service concept of "customer first" and further enhance the bank’s image.In the fierce market competition environment of the banking industry today,anyone who can understand and improve customer satisfaction can seize the market opportunity.Agricultural Bank of China Jinan Branch,as an important financial institution serving agriculture,rural areas and farmers in Jinan,how to further optimize and improve agricultural related business and effectively improve customer satisfaction has become its top priority to achieve sustainable development.Based on the research object of Jinan Branch of Agricultural Bank of China,this paper studies the methods and Countermeasures to improve the satisfaction of agricultural business through literature research,investigation and questionnaire survey.Firstly,the background,purpose,methods and significance of the research are comprehensively described,and the research literature at home and abroad is reviewed.Secondly,the concept and function of customer relationship management,the connotation and significance of customer loyalty are deeply studied,and the related theories of customer loyalty such as customer value theory,customer satisfaction and transfer cost are analyzed.Then,based on the analysis of the current situation of the bank’s agriculture related business,a questionnaire was designed based on SERVQUAL model to carry out customer service investigation and analysis.Furthermore,the problems such as low quality of service tangibility,insufficient product reliability,insufficient service responsiveness,insufficient reliability of agricultural business,and inadequate solution of customer empathy are found.The main reasons are that the network environment needs to be improved,insufficient differentiated services of agricultural business,no customer-centered concept has been established,the management level of agricultural business is not high,and the customer conversion cost is low.Finally,on the basis of clear design principles and paths,this paper puts forward a plan to improve customer satisfaction from five dimensions,namely,type dimension,reliability dimension,responsiveness dimension,assurance dimension and empathy dimension.At the same time,it puts forward publicity guarantee,personnel guarantee and enterprise culture guarantee.On the basis of quantitative analysis,this paper finally gives specific solutions to the problems,which can help improve the current situation of Agricultural Bank of China Jinan Branch’s agricultural business customer satisfaction,and also provide reference for the improvement of customer satisfaction in the same industry.