Research On Customer Satisfaction Improvement Of A City Commercial Bank

Banks have grown rapidly since their birth,now the banking industry has fully stepped into the digital age.With the further deepening of the economic and financial reform,the public wealth increased,the city commercial bank of China developed by leaps and bounds.As the new force of China’s banking industry,city commercial bank maintaining steady and rapid development.As the epidemic has had a fundamental impact on the operation mode of the banking industry,customers have put forward higher requirements for banking services,products,prices and experience.The service concept has changed from focusing on business to focusing on customers,service quality has become the core competitiveness of modern city commercial banks,and an important means to form differentiation as well.Under the increasingly fierce market competition environment,to reshape customer experience and improve customer satisfaction has become the consensus on development of city commercial banks.At present,the customer satisfaction evaluation index of A city commercial bank is relatively single.Since its establishment,no comprehensive customer satisfaction survey has been conducted,and no real efforts have been made to solve the needs and pain points of customers.Therefore,this thesis takes A city commercial bank as the research object to conduct satisfaction survey.After comparing various theories on bank customer satisfaction,,we finally decide to design and develop a questionnaire based on the five dimensions of SERVQUAL satisfaction theory,namely tangibility,reliability,responsiveness,assurance and empathy,to analyse the influencing factors of customer satisfaction.Through the collected data,SPSS is used to analyse the validity and reliability of the information collected by the questionnaire studied.In the process of SPSS tool analysis,structural equation model is used to model and empirically analyze the service satisfaction system of A city commercial banks.The variable system is divided into three levels of dependent variables,observed variables and latent variables,and valuable conclusions are obtained by analyzing the variables.By integrating the analysis results,later chapters summarize the influencing factors of the satisfaction of A city commercial banks in,and put forward targeted improvement measures based on the actual business development of the bank.In the new situation,continuously improving customer service satisfaction is the new requirement to enter the new development stage,implement the new development concept and construct the new development pattern,which is of great significance to the development of commercial banks in A city.Based on the analysis of actual research data,this thesis summarizes the factors affecting customer satisfaction of A citycommercial banks,and proposes corresponding optimization measures in combination with the current background of big data,digitalization and intelligence.It will helps A city commercial bank continuously innovate service scenarios,improve financial service capabilities and customer stickness,grasp the pulse of the Times,and open the future prospect of high-quality transformation and development of A city commercial bank.