Study On Service Quality Measurement Of Commercial Banks From The Perspective Of Consumer Behavior

With the reform of the financial industry, the competition of the commercial banks is increasingly vigorous. Providing the high-quality service has already become main means that obtain the competitive advantage. Therefore, It's very important to set up the evaluation system of the commercial bank service quality.Taking the commercial bank profession as the research object, the author studies the foreign service quantity theories and develops our own service quality evaluation scale from the perspective of consumer behavior.First, according to the latest service quality theories, the author deeply analyzes the concept of service quality and makes a further analysis about the service quantity's dimensions. In addition the authdr uses the function-model and the technique-model to describe the customers-perceiving service quality of the commercial banks.And all this analyze are describe from the new perspective consumer' purchasing behavior. Than, the author summarizes and compares several main approaches to measuring service quality. As a result the author gets the SERVQUAL's advantages and shotcomes determines it as the theories foundation when developing the proper scale.Finanly, to resolve the actual problems of China's commercial banks, the author presents a measurement index system, on the basis of which, the author makes a survey to Banks' customers. In final analysis of the data obtained through the survey, the author identifies the high reliability and validity of multiple dimensional scale.On the basis of the research, the author brings forward suggestions that how the multiple-item scale can be applied to Banks in China to help the banks improve their service quality.The outhor hopes that the bankers better understanding customers'need and help them enhance the service quantity.