| In the context of financial liberalization, China has become the vital important market for the global financial enterprises because of its enormous demand for financial service. China has gradually carried out its commitment during accession to the WTO about Opening up financial markets, including cancels all the restrictions of the ownership, the set-up of operation right, ownership of foreign banks, allows foreign banks to provide RMB business services to clients, and gives national treatment to foreign banks. Most of banks enter China to compete for the strategy market, leading to the market environment more complicated and difficult to grasp for Chinese banking industry. In addition, the world's leading strategic advisory body McKinsey's study in 2005 predicted that the next decade, there will be a change for major source of profit in China's banking sector: the profit of personal banking business will be faster growth, and the share the corporate banking business in the whole industry will drop from current absolute share to about half of the share. And the high-end individual customers are the most important source of bank profits, such as HSBC's private banking business in its total income has been 1 / 4. In short, the competition for for high-end personal customers in Chinese banking market will be fiercer. However, compared to foreign banks, China's commercial banks' financial service for high-end individual customers is still in its early stages.The topic of the thesis "the model of bank service quality based on coordination of standardization and adaptation (BSQ(S/A)) " is studied for solving the important issue mentioned above through theory supporting. Because although banks' standard marketing strategy can supply service and product of steady quality, when they need to meet the complex need of bank high-end personal customer, the standardization also can't supply more suitable service if has nothing adopted. So, the standardization or adaptation strategy will influence the customers' perceived service quality, and how to harmonize these two strategies is an important tool for banks improving their service quality. For the purpose mentioned above, the thesis associates the theory of coordination of standardization and adaptation with bank service quality and constructs the model, which be tested from the customer's angle of view. The thesis is constructed with five parts:Firstly, through the secondary data collection, the thesis analyzes the development of Chinese banking industry and the status of service supplied for high-end private customers, and clearly defined the study scope of this thesis, then discusses the importance of research topic from a practical level. Meanwhile, through a comprehensive and detailed literature search, and a careful reading more than 200 literatures about the coordination of standardization and adaptation opinion, dimension of service quality and bank service quality, it carries out a detailed, concise and summarize discuss about the core value of existing research and finds out the existing gap in the theoretical study, which laying a solid theoretical basis for the model of bank service quality based on coordination of standardization and adaptation.Secondly, it builds of BSQ(S/A) model and the designs the measure scale. The thesis firstly introduces the basic flow of the development of scale and the theoretical basis for modeling, then based on literature review it builds the BSQ(S/A) model and defines the important variables. And then by studying the secondary literature and other related data collection, as well as interviews with experts in the field of banking, it formats a preliminary measure of the scale, and then forms the final form and content of the questionnaire through analyzing the data collected by pre-survey.Thirdly, it carries out the empirical test of the BSQ (S/A) model. The thesis used the revised questionnaire for the formal survey, through the combination of face-to-face survey and network survey. And finally it collects 288 valid questionnaires, which be analyzed by the use of SPSS15.0 and Lisrel 8.7, and it concludes that the BSQ (S/A) model containing 9 variables and 45 items, including expectation and perception of high-end personal customers for the degree of standardization of service level of counter staffs, service level of customer managers, service processes, service offerings, promotional activities, channels, visible display, service pricing and risk management procedures.Fourthly is the application of BSQ(S/A) model. By analyzing the average and standard deviation of the variable data, the thesis forms an overall impression of high-end personal customers' expectation and perception for the degree of banking services' standardization, finds out the shortage of Chinese commercial banks' implementation of coordination of standardization and adaptation strategies and its reason. One this basis, it gives some advice to Chinese commercial banks about how to improve the perceived service quality of high-end personal customers, including improving a standardization training mechanisms for counter staff and customer managers and specific marketing activities for high-end personal customers, containing the coordination of coordination and adaptation strategies of service processes, service offerings, promotional activities, channels, visible display, service pricing and risk management procedures.Fifthly, based on the results of empirical research, the thesis presents some general management recommendations for banks about improving the perceived service quality of high-end personal customers. Firstly banks need to learn about their expectations and perceptions for the degree of standardization of all marketing aspects, and on this basis, develop marketing strategy by mining high-end individual customers' inherent similarity to implement the coordination of standardization and adaptation strategies, which are implemented from 9 aspects. At the same time, they need to build a well support system.Finally, the thesis comes to the following three basic conclusions: (l)The coordination of standardization and adaptation strategy is essential means for the bank to upgrade its service quality; (2)BSQ(S/A) model, which containing 9 variables and 45 items, is an effective tool to measure bank customer perceived service quality based on coordination of standardization and adaptation; (3)Banks should deeply excavate the research data of BSQ (S/A) model, and implement appropriate marketing strategies on the basis of analyzing the underlying reasons.In this thesis, the innovations embodied in the following four areas: (1) In this thesis, the innovations embodied in the following four areas: (1) Associating the theory of coordination of standardization and adaptation with bank service quality. The building of BSQ (S/A) model takes the bank's headquarter and branches as a whole to be the research target, which is a great innovation different with former studies taking headquarter or individual branch as research target.(2) Carrying out a deep study of the coordination of standardization and adaptation. This theory is firstly studied in the industry of bank, which make up for the lack of the standardization and adaptation of strategy used in the banking sector. (3) Studying the coordination of standardization and adaptation strategies from the customer perspective, which making the tool more practicable and making up for the lack of the former studies which only carried out research from corporate perspective. (4) Building the BSQ (S/A) model and carrying out an empirical study, and based on the results this thesis gives some general management advice to the bank and Chinese commercial banks, for the purpose of providing theoretical guidance for the practice.
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