The Optimization Of Service Quality Management Of L Outlets Of T Branch Of Industrial And Commercial Bank Of China

as the Chinese economy is developing,people is relying on banks.people needs banks to provide services in wages,deposits,financial management and so on,it heighten new level of the service of banks.So the bank have to enhance the management of the service quality,improve the service quality to meet the expectation of the people.At present,with the increasing number of commercial banks,the competition between different banks is fierce.The competition between different commercial bank is gradualy changing from the financial products to the service quality.As a large commercial bank,ICBC should strengthen the management of service quality,improve the level,enhance its competitiveness in the changing environment,and improve the advantage to adapt to the new environment and the times.So,this thesis takes a research on the service quality of L outlets of CBC T branch,which can help find problem and solve it,improve competitiveness,and provide examples to other commercial banks.This thesis takes L outlets of ICBC T branch as an example to analyze and improve the factors which concerning the service quality.At first,through the research of domestic and foreign service quality of banks,combined with the service status of L outets of ICBC T branch,this thesis introduces the relevant concepts and theories of quality management and service quality of banks.Next,using interview,questionnaire,literature analysis,and other research methods,according to SERVQUAL model to determine the influencing factors of service quality management,designed a questionnaire,systematicaly studied and analyzed the original data,pointed out that the current influencing factors are tangible,reliability,responsiveness,assurance,empathy.Thirdly,through AHP,this thesis analyzes the importance of the factors that influence the improvement of the service quality of the banks,finds out the problems existing in the service of L outlets of CBC t branch.and analyzes the causes of the problems in detail by combining customer interviews,and points out that the main reasons that affect L outlets of ICBC T branch because of the staff,hardware and software Product,environment and assessments.Through the investigation and analysis,it is found that there are some problems in the service of L outlets of ICBC T branch,such as unreasonable age structure of employees,aging network machines,and and weakness of financial products.This thesis put forward some solutions and suggestions by five aspects: strengthening staff training,improving network facilities,innovating financial products,providing targeted services around customers,and improving the evaluation system.