Research On The Strategy Of Improving Enterprise Customer Satisfaction Of Z Commercial Bank

Today’s international situation is facing great uncertainty,and there are many challenges in global economic development.Under the background of this era,commercial banks,as an important part of the financial industry,are faced with enormous operating pressure.The development and growth of commercial banks are inseparable from customers,who are the key to the sustained and stable development of commercial banks.The concept of "customer-centered" is increasingly recognized by commercial banks in China.According to the nature of clients,commercial bank customers can be divided into personal customers and enterprise customers.Among them,the performance of enterprise customers contributes most of the economic profits of commercial banks.Therefore,strengthening the management of enterprise customers’ satisfaction and continuously improving enterprise customers’ satisfaction have become the top priority in the management strategy of commercial banks.Taking Z commercial bank as the research object,based on the introduction of the basic situation of Z commercial bank and the current management situation of enterprise customer satisfaction,using the questionnaire survey method,based on the ACSI customer satisfaction model,combined with the research results of domestic scholars and the opinions of enterprise business experts in Z commercial bank,this paper makes an in-depth study of Z commercial bank’s enterprise customer satisfaction from five dimensions: satisfaction of place environment and facilities,satisfaction of financial products,satisfaction of service quality,satisfaction of service price and satisfaction of customer complaint handling.According to the statistical analysis of the data,the overall score of Z commercial bank’s satisfaction with enterprise customers is 3.09,and its satisfaction with enterprise customers is evaluated as "average".At the same time,according to the specific scores of each dimension index,it makes a comprehensive analysis of Z commercial bank’s enterprise customer satisfaction,and summarizes the existing problems of Z commercial bank’s current enterprise customer satisfaction: untidy place environment,aging self-service equipment and low utilization rate;Insufficient financial innovation;Employees’ awareness of active service is poor,their abilities are uneven and their business handling efficiency is low;Service charges are relatively high and transparency is low;And complaint handling lags behind.By analyzing the causes of the problems,this paper puts forward some strategies to improve the satisfaction of enterprise customers: strengthening the internal and external environment management,replacing old facilities,and strengthening the publicity and use of self-service equipment;Intensify innovation,enrich the enterprise financial product system,clarify the market positioning,and create characteristic products;Change employees’ service awareness,strengthen the training and management of enterprise service personnel,and optimize business processes;Implement differentiated pricing strategies to increase the transparency of service prices;Improve the complaint management process,improve the handling efficiency,and establish and improve the return visit mechanism.The research on the improvement of Z commercial bank ’s enterprise customer satisfaction can not only help Z commercial bank to have a deeper understanding of its enterprise customer satisfaction,but also help it to find ways to improve its enterprise customer satisfaction.At the same time,it has reference value for the same type of banks,especially those with insufficient enterprise customer satisfaction.