The Customer Satisfaction Study Of China GuangFa Bank Wuxi Branch

In recent years,with the acceleration of economic globalization,China’s financial market has been further opened,the financial forms have gradually diversified,and the business scope has become more extensive.Among them,as one of the subjects participating in social production and operation activities,banks are important financial institutions closely related to the national economy.Facing the increasingly competitive market environment,how to improve the comprehensive satisfaction of customers,deeply practice the service concept of "customer-centered",expand market share and improve economic benefits has become a common key problem faced by commercial banks in the high-quality development under the background of the new era.This paper combines the relevant theories and models of customer satisfaction,according to the research status at home and abroad,and based on the existing research conclusions,based on the analysis of the behavior research object of China Guang Fa Bank Wuxi Branch,by referring to SERVQUAL service quality model,this paper constructs the customer satisfaction evaluation index system of China Guang Fa Bank Wuxi Branch,and takes the customer satisfaction of China Guang Fa Bank Wuxi Branch as the primary index,taking the five evaluation dimensions of tangibility,reliability,responsiveness,assurance and empathy in SERVQUAL model corresponding to network environment,product quality,response efficiency,personnel service and corporate image as secondary indicators respectively;Taking the 22 index factors as the three-level indicators in the evaluation system,the customer satisfaction questionnaire is designed;Using SPSS26.0 data analysis software to test the reliability and validity of287 valid questionnaires,and then use factor analysis to analyze the questionnaire data;Diagnose the customer satisfaction survey results and determine the existing problems according to the quadrant model.It is found that at this stage,except that the personnel service is located in the advantageous area and the corporate image is located in the maintenance area,the other network environment,product quality and response efficiency are located in the repair area,which needs to be improved;Therefore,through the use of causal analysis,this paper makes an in-depth analysis of the root causes of the problems;Finally,it puts forward the countermeasures to improve the customer satisfaction of China Guang Fa Bank Wuxi Branch from the aspects of deepening the construction of smart bank,optimizing the comprehensive service of outlets,enriching the composition of business products and improving the service ability of employees.From the perspective of customer satisfaction,this paper deeply studies the problems faced by China Guang Fa Bank Wuxi Branch in the process of high-quality development,provides ideas and methods for enterprises to improve their competitiveness and economic benefits,and also provides an effective reference for similar financial institutions to grasp business and stabilize growth.