Research On Service Quality Evaluation And Improving Countermeasures Of A Commercial Bank’s Grass-roots Outlets

The continuous innovation and iteration of Internet technology,the changing needs of customer groups,and the outbreak of the new epidemic all have different degrees of impact on the products,business and services of bank branches.At the same time,bank branches,as an important financial channel to meet customers directly face to face,have an important role to play in meeting customers’ needs and the development of banks themselves,which cannot be replaced.Therefore,for banks,how to continuously promote the improvement of the service quality of the grassroots network,and ultimately achieve the purpose of improving profitability and customer loyalty,is the focus of attention of most commercial banks at this stage.In addition,with the deepening of the process of financial technology,more and more branches of commercial banks have completed or are on their way to invest a lot of financial,human and material resources in transformation and upgrading,which also shows that the banking industry has a very unified and firm consensus on improving customer’s user experience.Therefore,based on the current situation of domestic and foreign research and relevant theoretical basis,this thesis analyzes and finds that the service quality of commercial bank branch A has problems in terms of low service efficiency,redundant service process and low service quality at this stage,and the reasons for these problems are The causes of these problems come from four aspects:human,technology,system and culture.Then,by using literature research method,case study method,empirical research method and questionnaire survey method,this thesis designs a questionnaire for the evaluation of service quality of A commercial bank branch from the actual situation of branch service and draws on the five dimensions of SERVQUAL service quality evaluation model:tangibility,reliability,responsiveness,assurance and empathy,and explores the customers’ expectations and perceptions of A commercial bank branch and the service quality of A commercial bank branch.The results show that there is a gap between customers’ expectations and perceptions in terms of service facilities and environment,service convenience,service awareness,service capability and humanized service.Based on the analysis results,we proposed targeted countermeasures to optimize the overall construction of the branch,improve the comprehensive quality of employees,standardize the business process of the branch,and innovate the branch services and products,etc.Based on the specific strategies,we also formulated three guarantee measures in the areas of culture,system and organization,hoping to support the improvement of service quality and customer maintenance in the branch of Commercial Bank A.