Industrial And Commercial Bank Of China Xi'an Branch Service Process Customer Satisfaction Study,

In recent years, foreign banks have been beginning to fully conduct RMB businesses with the rapid development of the new domestic joint-stock commercial banks and the full opening up of financial business after China's accession to the WTO; China's banking market structure has been improved towards the direction of healthy market competition.Bank service process is one of the crucial factors influencing customer satisfaction. Being one of the original four state-owned commercial banks, Industrial and Commercial Bank of China (ICBC) is facing fierce market competitions and diverse customers'needs after the joint-stock reform; moreover, it is also facing the requirements of "process bank", proposed by Liu Mingkang, Chairman of China Banking Regulatory Commission. As a result, ICBC urgently needs to improve its service process, enhance customer satisfaction and build its competitive advantage. In this paper, questionnaires of customer satisfaction on service process were carried out, with each branch and service outlet of ICBC in Xi'an City as research subjects, and based on references of customer satisfaction index from scholars of both home and abroad, and feedbacks from banking experts, staff and bank customers together with the real situation of service process of ICBC. After empirical researches of questionnaires and the field research in one of the ICBC business outlet, elements influencing customer satisfaction of service process in ICBC and problems in service process were found. Based on all those, ten measures are proposed to optimize service process of ICBC:to construct additional physical outlets based on customer demand; to improve business hall environment and complete sets of hardware facilities, to increase the operation rate of self-service equipment, guide customers to use and maintain failure in time; to improve the number of lobby managers and guide every customer in question; to raise the awareness of service of each counter and improve service attitude; to enhance staff professional training and improve the proficiency of staff for operations; to implement flexible window system in peak time and flexible working system; to take various methods to alleviate line-up problem; to establish the Open Day working system of each branch manager; and to establish Customer View Note and perfect compliant feedback system. Also, five matching measures in service process optimization are:to develop a rational pricing system to promote the innovation of financial products; to pay great attention and actively promote the service process optimization; to strengthen the building of human resources; to fully use modern information technology to speed up construction of electronic banking; to establish a unique service culture of ICBC.