Research On High-end Customer Satisfaction Measurement Of Commercial Banks

With the increasingly fierce competition in the financial markets, commercial bank deeply aware of the real factor which dominates the market is the customer. The high-end customers become the focus of banks competing for. Only put the money to these high-quality customers, banks could improve efficiency and ensure the safety of funds, and finally obtain a competitive advantage. Therefore, the high-end customers whether or not satisfy with banking products and services, related to the bank's survival and development. Pairs of high-end customer satisfaction evaluation can help banks identify problems, improve management processes, and it also has laid a solid foundation for the ultimate realization of customer loyalty and bank profitability.This paper interpreted the theory of customer satisfaction, analyzed the factors in the high-end customer satisfaction, and combined all above with the status quo of high-end customer markets in China's banking industry. Then, analyzed and improved of the previous research results, it established the high-end customer satisfaction evaluation model of China's commercial banks, and on this basis, designed quantifiable evaluation index system. Subsequently, a commercial bank was chosen as an empirical study to quantify the assessment, and using SPSS, MATLAB and other software for data analysis, which specifically confirmed the measurement system reasonability and validity. At last, for the results of satisfaction measurements, the thesis raised strategies and a support system to nurture and enhance high-end customers'satisfaction.