The Study On Customer Satisfaction Of Commercial Bank

Customer satisfaction is based on marketing theory. The research on customer satisfaction model experiences a long exploring process. Various models, including KANO model, MOSTER model, four paradigm analysis model and customer satisfaction index model, provide the base for success of customer satisfaction testing.The competition of bank industry' turns red-hot day by day, not only the domestic national and stock commercial bank, but also the foreign capital bank take part in this competition ranks. Since the RMB service opened on December 11, 2006, the customer has become the focal point between various banks. How to improve the customer satisfaction degree and keep relation with customer become more and more important. Our country banks have already realized the importance of the customer satisfaction degree and developed some investigation about it. However, it still paused in the idea stage, they have not truly understood its in-depth meaning, and also the science appraisal system has not improved.The paper researches application of customer satisfaction theory and statistics analysis technology in the banking customer satisfaction testing, constructs commercial bank customer satisfaction testing index system with Chinese features, analyzes these system with just statistics analysis technology, and provides management instrument for banking to know and increase customer satisfaction.The paper first reviews the generation of customer satisfaction, customer satisfaction theory and its mathematical model, and introduces concretely customer satisfaction testing model of service industry.Combining with commercial bank current situation and theory research achievements based on the marketing and quality management, taking advantaging of "7P"model and SERVQUAL model on the basis of ACSI and CCSI, the paper constructs.The paper takes some commercial bank in some place for example to know its relations with customer, to research their relations by means of multiple statistics analysis technology and econometrics model on the basis of material collection and calculation, to further analyze its customer satisfaction and gap by use of four paradigm model, factor analysis and bank internal competition analysis, and experiments the feasibility of index system.Finally, the paper points out the effective road that can increase customer satisfaction from four aspects: strengthening customer relation management, exercising diversification marketing; provides key-point service, promoting service efficiency; optimizing service procession, providing unification service; valuing employees, developing employees' leverage effect, which will provide feasible strategy for long term customer relation management.The aim of customer satisfaction testing is to help bank manager know "what is the most concerned service of customer" and "how to evaluate service that customer feels", so they can adjust management strategy and perfect customer relation management system. The paper takes some commercial bank for example, finds its weakness and key factors that are helpful for increasing customer satisfaction, compares with competitors to find out gap, and finally provides reference and development direction for bank managers.