Research On Customer Satisfaction Of Commercial Bank

Banking plays an important role in the national economy and the people's livelihood. Analysis of internal and external environment and the competition situation of China commercial banks indicated that the customer satisfactory strategy should be implemented positively.The first, research on customer satisfaction of China.commercial bank. Begin with the analysis of the environmental factors which influence customer satisfaction of China commercial banks, applicability of American Customer Satisfaction theory in China commercial bank was analyzed.The study raised the concept of commercial banking products based on management control and level of customer demand, the concept of customized products to be further decomposition. China commercial banks customer satisfaction evaluation model and variable system were established on this basis. the influence factctors of customer satisfactionr of China commercial bank was analyzed. Comparative analyze of trans-cultural, the consumer behavior pattern and commercial bank of China itself as well as technical variable influence on customer satisfaction of commercial bank were done.The second, study on customer latent attrition of the commercial bank. The intent of customer attrition was analyzed and an intent model of customer attrition was created.The third, study on optimal method of decision-making to improve customer satisfaction of the commercial bank. An optimal method of decision-making based on DEA was put forward in view of combination improvement need of various factors which affects the customer satisfaction.Finally the basic thought of making customer satisfaction strategy of China commercial bank was summarized. The response mechanisms based on customer demand management was designed. The portfolio of innovative approaches and quantitative evaluation of customer satisfaction incentive mechanism of staff was put forward. That personal financial and online banking are currently the focus to be studied. Customer satisfaction localization strategy was recommended at last.The commercial banks which operate ATM and internet banking were selected for study. A total of 1,176 valid questionnaires were gathered by online survey. The main method is SEM based on PLS.