Research On Customer Satisfaction Of Chinese City Commercial Bank

The customers are the most important resource for city commercial banks , who has the right to choose the financial services. The city commercial banks must to meet the customers demand for satisfactory service and to face the competition for clients resources,so how to improve customer satisfaction as an important part of their development strategies. To the city commercial banks, the customer satisfaction is the degree of satisfaction with the financial products or services.So, the city commercial banks only have a customer-centric,and enhance their level of service to our customers,who can have a wider share of resources to the fierce competition for survival and development.This paper base on the domestic and international customer satisfaction research, and make in-depth study on the city commercial banks.First, this paper introduce the basic theory of our customers, and analysis the factors which affect customer satisfaction, as well as some of the theories in the banking application ,which become the construction of the city commercial banks in customer satisfaction measurement models,and finally provide a theoretical basis. Secondly, according to the preceding theoretical support, we build up evaluation model of the city commercial banks customer satisfaction , and explain this model. Finally, we make the empirical analysis on the investigation of a city commercial bank in Jilin province.By designing the questionnaire, the questionnaire distribution and recovery, etc., to collect customer satisfaction data, and use statistical methods to analyze the validity and reliability. In accordance with customer satisfaction with the city commercial banks ,we have a detailed analysis of the actual situation. Finally, we make recommendations on customer satisfaction for the city commercial banks .