The Analyze Of China Merchants Bank Customer Satisfaction

Meeting customers' demands and desires is eternal goals that enterprises pursue.In 21st century,more and more enterprises pay close attention to the "Customer Satisfaction" strategy.The theoretical research of customer satisfaction is constantly deepened,too.It has been very general that the theory of customer satisfaction is used by foreign commercial banks.They all pay much attention to customer satisfaction measurement and regard the measurement results as important basis of their market decision.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.Being enormous fame cooperation in management and operation field, China Merchants Bank are approbate by craft brothers.China Merchants Bank 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 article began with the basic theory of customers' satisfaction,settled the models of Customer Satisfaction.Then we analyzed the influencing factors of customer satisfaction,advanced the Customer Satisfaction testing model for commercial bank,and we picked up the detail indexes of the model. The we did the questionnaire survey for China Merchants Bank,by using SPSS software,the research analyzed the data we got.At last,the research made the conclusion for China Merchants Bank's customers satisfaction, in the view of guiding practice.