Study On Customer Service Recovery Strategy Of Domestic Joint-equity Commercial Banks

Service recovery, including the immediate remedy of mistakes and the disposal of service, is a special measure aimed at a certain link that may result in service failure, or has resulted in. It is stressed to elevate the level of the entire service operation process through the effective implementation of service recovery strategy from the service perspective. For service enterprises, the ideal state is its service course is perfect. But this is impossible to any enterprises, with no exception of banks. The effectiveness of commercial bank's services marketing mainly depends on customers' satisfaction with the quality of service. In the process of banking services, service staffs' mistakes, the failure of the services system and the different understanding to services between customers and bank, and other factors will lead to the emergence of service failure. Then what should commercial banks do to remedy the situation in the event of service failures?With China's accession to the WTO, foreign banks can conduct RMB business now, which results in China's state-owned commercial banks facing increasing competition, from home and abroad, The competition is particularly obvious for state-owned joint-stock commercial banks which have fulfilled shareholding system reform and been listed. On the surface, the competitive is from the impact of market, customers, personnel, products and so on. But in fact, it is the contest on services marketing between the western and domestic banking. The largest gap between State-owned commercial banks and foreign banks lies in service, which state-owned joint-stock commercial banks must be faced with and solve firstly.Based on the analysis of service recovery theory and the status of state-owned commercial banks' services and combined with the case on service failure of ICBC Xuzhou Branch, this paper is to analyze and summarize the reasons caused commercial banks' customer complaint and service failure. On this basis, we propose some remedial strategy and get some enlightenment and solution in service marketing of state-owned commercial banks.The whole paper is divided into four chapters. (It has four chapters, other than the introduction and closing remarks).The first chapter is the importance of the state-owned joint-equity commercial banks' customer service. It mainly introduces the content of commercial banking services, including the features, level, difficulty, importance of customer service and the gap between commercial banks in customer service.The second chapter is about the theory of the service failures and service recovery, including service failure and the reason, the meaning and significance of services recovery, the differences between service recovery and service complaints, the principle, problem, procedures and strategy of service recovery.The third chapter, with the case study of 63 cases of customer complaint in ICBC Xuzhou Branch, analyzes the reasons of service failure, the problems existed in service recovery, as well as the importance of the introduction of service recovery.The fourth chapter raises the overall strategy for the current state-owned commercial banks to improve customer service and carry on the effective service recovery, on the basis of the third chapter.So we conclude: service failure of service personnel is the main reason of the state-owned commercial banks' service failure, which is different from the previous scholars' research conclusion on the issue of service failure in restaurant industry, the hotel industry and other traditional service industries. Speaking from the service recovery mechanism, in accordance with shortcomings in customer service of commercial banks, first of all, we should improve employee satisfaction and pay attention to the role of prospects staff. Secondly, we need to reduce errors of service system and to improve operational service levels. Again we should understand customers' need and respect for the feelings of customer.