The Empirical Study Of Influce Of Bank Office Services On Customer Satisfaction

Along with the deepening of the reform of commercial banks, competition among banks has become more and more intense, competition for client resources become the focus of competition among banks. Customer satisfaction is not only the important guarantee for banks to gain client resources, but also the important reference for banks to make operational decisions. Bank office services have a direct impact on customer satisfaction as an important part of banking services, related to the bank's service quality, image and so on.At present, Given China's customer satisfaction research of the banking industry need to be done in-depth, this study chose the perspective that banking office services to research the customer satisfaction. Through domestic and foreign literature review and analyzing, we distinguish dimensions of specific factors which impact on customer satisfaction in theory, namely, convenience, space, facilities, staffs image, service product design, service improving efficiency, queuing, a total of seven. Through learning from the correlated literature, we bring forward the path relationship assumptions, including between convenience, space, facilities, staffs image, service product design, service improving efficiency, queuing and customer satisfaction, between customer satisfaction and customer loyalty are positively correlated and. On the basis of this assumption, we build the path structure model which includes every dimension influencing customer satisfaction, and satisfaction influencing customer loyalty. At the same time, we made Likert scale list measurement of dimensions of various factors, customer satisfaction and loyalty.Then, with the help of application software, we done descriptive statistics, reliability testing, validity analysis, fitted the entire structural equation model and estimated the path coefficients. Above, reliability testing is done by internal consistency method, samely, validity testing is done confirmatory factor analysis. Descriptive statistics showed that our survey met the study's basic requirements; Method of internal consistency and confirmatory factor analysis showed that the questionnaire has high reliability and validity, and reflected our problems very well. Confirmatory factor analysis not only showed the scale has good construct validity, but also supported our division of factor dimensions from empirical,In addition, Absolute fit measures, parsimonious fit measures, incremental fit measures shows that the overall model fit is very good. Among all the path relationships, in addition to queuing, facilities, other relations between the path of our assumptions are verified. Because the two dimensions had no significant effect on the customer satisfaction (facilities, P value slightly greater than 0.05). Mechanism model of bank office customer satisfaction provides a theoretical basis to for office developing business strategy. Finally, the paper put forward appropriate marketing strategy with the results of our study.