Research On The User Satisfaction Promotion Strategy Of H Bank Wechat Official Account

With the advent of the era of big data,We Chat Official Account has become a new marketing model.However,it also brings challenges for all banks on how to use We Chat Official Account to promote enterprise services and to develop business to the greatest extent.H Bank is eager to stand out among all banks in We Chat Official Account.The key is how to achieve the maximum user satisfaction.Therefore,in this context,it is necessary to put forward a strategy to improve user satisfaction for H bank We Chat Official Account.This paper studies the strategy of improving user satisfaction of H Bank We Chat Official Account by reviewing literatures on social software and user satisfaction.Based on the basic situation of H Bank We Chat Official Account,user satisfaction evaluation index system has been designed by comparing and referencing with other outstanding banks.This study modified and determined users' satisfaction factors of H bank We Chat official account.A questionnaire with five-level Likert scale questions was designed to collect data.After a small sample pretest,online survey has been conducted.We found that existing deficiencies of H Bank We Chat Official Account based on the survey results.Strategies to improve user satisfaction of H bank on We Chat Official Account were summarized,which related to three sections of H Bank We Chat service,account,finance,and life service.This paper can help banks to maintain more current users and attract potential users.It also help to complete offline financial serviceby investigating and studying of improving user satisfaction strategies.This study has an important implications on promoting commercial bank image and corporate service.