Research On Service Quality Improvement Of Credit Card Business Of HS Rural Commercial Bank

While China’s economy is developing,people’s demand for financial services is also increasing.At present,credit card has become an important way of consumption,and also an important carrier for users to conduct business in banks.As the self-awareness of Chinese consumers is gradually increasing,homogeneous credit card services have been difficult to meet the needs of consumers with cards,and the quality of credit card services has become more and more important.HS Rural Commercial Bank started late in the credit card business module,and its strength in all aspects is relatively lacking compared with large banks,so there is a big gap between customers’ expectation of service and their perception of experience in the process of using credit cards.In order to improve customer satisfaction and narrow the gap between HS Rural Commercial Bank and its competitors,it is a priority for agricultural and commercial banks to improve the level of service quality.This paper takes the service quality improvement of HS Rural Commercial Bank as the research object,uses literature analysis,data analysis,questionnaire,case study and other research methods,and uses the service quality evaluation system and service quality gap model to launch a series of discussion and research on the credit card marketing strategy of HS Rural Commercial Bank.Firstly,the theories about credit card business and service quality at home and abroad are analyzed and the relevant theoretical foundations are briefly introduced.Secondly,we introduce the current situation of credit card business operation and service quality of HS Rural Commercial Bank,and design a questionnaire applicable to HS Rural Commercial Bank based on the service quality theory and evaluation model.Through five gap contents such as reliability,responsiveness,security,empathy and tangibility,the questionnaire results are analyzed for the questionnaire results,and it is found that the service quality index scores of all questionnaire items are less than 0,which indicates that the actual perceptions of research customers on most items are lower than the customer expectation level,indicating that the service quality level of HS Farmers and Merchants Bank’s credit card business does not meet customer expectations.Finally,relevant strategies are proposed to improve the service quality of HS Rural Commercial Bank’s credit card business in light of the actual situation,including five parts: innovating pricing model,strengthening customer demand-oriented service concept,improving human resource level,optimizing management marketing concept,and enhancing tangible display and financial support.At present,there are relatively few relevant studies on service quality improvement of credit card business of rural commercial banks.This paper conducts a preliminary discussion on this issue,applies the service quality evaluation system and service quality gap model to this issue,analyzes the generation and causes of the gap between expectations and actual perceptions of credit card customer service quality in combination with the current situation of HS Rural Commercial Bank’s credit card business operation and service quality It will provide innovative ideas to improve the service quality of HS Rural Commercial Bank and formulate systematic improvement strategies,and also provide reference for the development of credit card business of other agricultural and commercial banks.