Research On Optimization Of Corporate Credit Customer Service Quality Of Gansu Bank Lanzhou New Area Sub-branch

The competition in the banking industry is very fierce,not only from vertical industries,but also from flat banks.In the increasingly fierce competitive environment,the competition pressure of local commercial banks is increasing.In the case of increasing homogenization of bank-related products,improving service quality has become a often mentioned word in major commercial banks.From the perspective of the proportion of business income,the operating income of credit services accounts for a relatively large proportion of the major commercial banks.In this context,the commercial banks attach great importance to the quality of their own credit services.For local commercial banks,the branches of each district and county are the basic units for the bank to directly face credit customers,and the branches are also the direct group that can most directly feel the quality of credit service to the bank.It can be said that,to some extent,the quality of the credit service of the branch represents the credit service level of the whole commercial bank.This paper takes the New District Branch of Bank of Gansu as an example,constructs SERVQUAL questionnaire,which has 5 evaluation dimensions and 19 questions in total,and uses the Internet mini program to issue questionnaires to investigate and study the credit service quality of the current corporate credit customers of the new district branch.A total of 304 valid questionnaires were collected,and the questionnaires passed the reliability and validity test after sampling inspection.This paper also conducted in-depth interviews on internal personnel involved in the process of service quality,such as credit approval personnel and credit account managers of the company.After the research and analysis of the retrieved valid questionnaires and in-depth interviews,it is concluded that there are some defects in the tangibility,reliability,responsiveness,assurance and empathy of the credit service quality of the new district branch,which need to be improved.From the perspective of defect improvement and enhancement,and the optimization and enhancement of factors with major influence,this paper puts forward the optimization strategy of improving the service attitude of staff,the business ability of staff and the overall working ability of the new district branch,focusing on improving the quality of credit follow-up service,the handling of credit service process,the professional ability of credit account manager and the security of credit service.And according to the weight of the influence of each measurement dimension on the service quality of the new district branch,the paper puts forward suggestions to optimize the responsiveness,tangibility and empathy of the service quality...