Study On The Customer Service Satisfaction Of M Bank Credit Cards Call Center

With the rapid development of credit card business,the banking industry pays more and more attention to the service quality of credit cards call center.In recent years,affected by the epidemic,policies,economic development and other external environmental factors,credit card users have higher requirements for customer service,but the service quality of their supporting customer service center has not fully kept up,leading to the decline in customer service satisfaction year by year recently.Customer service satisfaction has become one of the hot topics that China’s commercial banks need to pay attention to nowadays.In the past three years,with the sharp increase in the call quantities of M Bank credit cards call center,the average customer service satisfaction has decreased by 3 percent compared with previous years,and is still in a continuous downward trend in 2020.It can be seen that the decline of customer service satisfaction is a problem that needs to be paid attention to.Therefore,this paper takes the credit cards call center of M Bank as an example to study its customer service satisfaction,analyzes and finds out the key factors affecting the evaluation of customer service quality,so as to put forward effective management suggestions for the links that need to be improved in the current customer service.This paper first expounds the background and significance of this study and consults the relevant literature of domestic and foreign scholars on the customer service quality and satisfaction of call centers.Based on the SERVOUAL model,the satisfaction evaluation scale of customer service was constructed and the questionnaire was designed.Then the information collection of this survey was completed through online issuance and collection of questionnaires.SPSS statistical analysis software was used to analyze the data through correlation analysis,regression analysis and variance analysis,so as to obtain the important influencing factors of customer service satisfaction of M Bank credit cards call center.In the variance analysis,it can be found that the gender of the respondents and the frequency of calling customer service will not affect the overall satisfaction of customer service,but it will have effects on age and education.The specific analysis shows that the respondents with age under 30 or 40 to 50 years old,degree below high school or above master,have higher requirements of customer service quality.Through the correlation analysis,it can be seen that all five dimensions in the service quality scale have a significant positive impact on the overall customer service satisfaction of M Bank Credit Cards Call Center and the impact effect in order of tangibility,responsiveness,empathy,assurance and reliability.At the same time,there are mutual obviously positive influences on tangibility,reliability,assurance and empathy,and tangibility is also closely related to reliability,responsiveness and empathy.Using regression analysis yielded that one to three subscales under each dimension have significant effects on overall satisfaction.Finally,combining the results of all the analyses,this paper argues that the customer service quality can be improved by improving the transfer-rate of manual service,updating the intelligent voice system,strengthening the professionalism of customer service representatives,optimizing the business processing flow,so as to effectively increase the customer service satisfaction.