Empirical Research On Quality Of Service And Customer Satisfaction

As the times of service economy approaching, it is the service but no longer the price or quality of the product that customers are paying more and more attention to, which makes corporations attach much importance to the quality of service to improve customer satisfaction for competitive advantage.Recently, financial business gets a continuous development. Joint-stocking and coming into the market of state banks and bursting in of foreign banks make competition in bank industry get more and more furious, which results in that more and more attention are paid to service quality, for service quality has an important influence on customer satisfaction.The purpose of this dissertation is to give a discussion on the conceptions of the service quality and customer satisfaction and the importance they mean to the development progress of the bank. Empirical work is done to test the relativity between the two items above and to discover the aspects of service which have influence on customer satisfaction. The research work helps managers find out and get rid of drawbacks during the service process, resulting in better customer satisfaction.Based on SERVQUAL, the dissertation uses the five dimensions of service quality to design the survey indexes for commercial banks. Then factor analysis is applied to find out the potential factors of service quality as hiding variables and models of service quality and customer satisfaction is constructed using structure equation models. Finally the models are tested using actual survey data.The survey reveals the fact that customers are satisfied with the service of the selected bank on the whole. It is also found that diverse branches of service quality have got different extents of influence on customer satisfaction, which is detailed in the following passages. To end the dissertation, several suggestions are proposed to improve the service of the bank.