Commercial Bank Customer Satisfaction Measurement And Analysis

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. However, there are still few researches on customer satisfaction measurement in domestic commercial banks.The customer satisfaction analysis theory is introduced into the commercial banking management and the research on the measuring customer satisfaction of the commercial banking is launched in trying exploration in this thesis.Using the customer satisfaction theory, this thesis carries on qualitative analysis of customer satisfaction in domestic commercial banking at first. It finds six kinds of key factors of influencing the customer satisfaction of commercial bank, namely the perceiving factor, the environmental factor, the after service factor and the price factor, the financial product factor, the brand factor. Analyzing the econometrics model that Fornell put forward, as well considering the practicality, the thesis has done proper adjustment to the measurement targets which are measured with the economic model on the base of the characteristics of the commercial banking, while the Commercial Bank Customer Satisfaction Model is structured out.Then, using the Analytic Hierarchy Process, the thesis carries on quantitative analysis on the customer satisfaction of commercial banks, and set up the intact Commercial Bank Customer Satisfaction Appraisal System. Finally, comparing and analyzing the result of the questionnaire investigation data according to the real example data, the text has verified the adaptability of the model.The Commercial Bank Customer Satisfaction Model set up in this thesis can correctly measure the Commercial Bank Customers' true feeling that controls his decision and decides whether he accepts your products or services. This is very important for the Commercial Bank to research the customer demand and develop the new financial products and keep the competing advantage.