The Satisfaction Of Commercial Bank In Shengzhen

The banks are busy to set up network and attract customer and improve their market share among their competition. But the key of them is how to improve customer satisfaction and customer loyalty. It is main task for the banks to pay attention to the service quality and improve customer satisfaction. Now the banks in China do customer satisfaction through customer complain and track customer. It is no enough to understand the customer and can not know the whole information about customer and measure the expectation and perceived value from customer.This paper design a customer satisfaction index for bank based on literature and survey and analyze the Shengzhen Commercial Bank based on1. the definition and measure model of customer satisfaction Popular marketing scholar, Philip Kotler gave us a definition about customer satisfaction. Customer satisfaction is person's feelings of pleasure or disappointment resulting form comparing a product's perceived performance (or outcome) in relation to his or her expectations. This definition tells us customer satisfaction is a function of Perceived Performance and Expectations. As so far, there are many customer satisfaction in marketing filed, but most of them based on this definition.There are many model to measure customer satisfaction, such as Important and Performance Model, KANO Model, Hierarchy Model and American Customer Satisfaction Model. 2. MethodologyBecause the purpose of this paper is to develop customer satisfaction index for bank, analysis unit is customer of bank. We use face to face interview to gather data and convenient sampling to collect unit. Sample size is 350 and we got 254 effect questionnaires.There are four parts in the questionnaire, that is important of attributes about bank service, perceived performance, loyalty scale and demographic. All of scales come from literature and survey. We do descriptive analysis and reliability and validity through SPSS For Windows 12.0 software.3. Building Customer Satisfaction index of BankWe built Customer Satisfaction index of Bank follow the overall, important, diversity and control principle. There are four steps to build index, that are to get item from literature and surrey, pilot survey, analysis using factor analysis and get the result. Finally, we got four components for the index, that is employee ability, bank imagine, employee behavior and network and facility. We can use this index to analyze the bank after testing reliability and validity.4. Analyzing Customer of SatisfactionThe equation of CS is following Here CSI is customer satisfaction 5. Marketing RecommendationWe have some suggestion for the bank based on the analysis.First, the bank has to set up customer orientation, second, the bank should improve service, third, the bank have to improve quality of service and finally, the bank have to do strong promotion through different way.