Study On Improvement For Service Quality In Retail Outlets Of The Industrial And Commercial Bank Of China Branches In Gansu Province

Recently, competition between the commercial banks is increasingly fiercely, because of domestic and international economic and financial turmoil, the change of consumption habits of financial customer, the rapid rise of Internet business, accelerating of the transformation of the industry. Under this circumstance, Gansu branch of ICBC(Industrial and Commercial Bank of China) although the overall market share is ranking, but the advantage is still not obvious, compared with the others three national banks. Local banks, Bank of Gansu province, Bank of Lanzhou, city commercial banks competitiveness of the rapid increases in comparison with the other three rows and with the cross-regional joint-stock banks have small It entered the market in Gansu, Gansu branch of Industrial and Commercial Bank of China is facing serious challenges. In the banking product homogeneity, the number of sales outlets basically meet customer demand, the bank’s service quality has become a major factor affecting customer choice, quality of service is bound to lag impact on customer satisfaction and loyalty, if ICBC not in the quality of services and make significant changes to enhance the brand effect ICBC will gradually lose, it will gradually reduce the amount of customers,market share and economic nature affected. Currently, many financial institutions have raised service and product innovation, foster their market competitiveness. Commercial bank outlets as the main channel for business, and crucial role of the competition and maintain the customers. In summary, how to improve the quality of service outlets become key.This article through to Gansu province branch of ICBC business office services efficiency index, the high-end customer service situation, business office service quality monitoring,customer complaints and other internal data quantitative analysis, and combining the satisfaction survey questionnaire and interview with internal qualitative analysis provincial branch outlets service present situation and the causes of the status quo. Blueprint analysis,in-depth study of ICBC Gansu province branch of the service quality, service blueprinting into waiting points, deciding and failure points, experience points, appraising of the five key points, and the corresponding service quality key targeted promotion strategy is put forward.And put forward the staff team construction and transformation of service consciousness,quality of service system, the construction of service channel, process bank of six aspects,such as construction, intelligent equipment safeguard measures, ensure can effectively improve the service quality of strategy is proposed to implement.