A Research On The Effectiveness And Evaluation Of Retail Banking Of Henan Construction Bank

As one of the First Sub-branches of China Construction Bank, Henan Construction Bankhas the assets over268.4billion Yuan and takes charge of626retail banks,458self-serving banks and2592self-serving machines, which are located in the18cities and104towns in Henan province, providing safe, convenient and quick financial service forcustomers. Henan Construction Bank has16600employees,41.4%of whom have the degreeof Bachelor. The employees are consisted of high qualified managers, professional talents andcustomer servers, which are working dedicatedly on their own positions and servingcustomers.The current condition of the service effectiveness of retail banks in HenanConstruction Bank is listed as follows:(1) The service effectiveness in our retail banks ranksas medium level or even after that in the whole China Construction Bank system;(2) Theservice effectiveness in our retail banks ranks at a lower level when compared to otherbranches which has the similar assets to ours branch;(3) There is no one super bank in ourbranch which has outstanding service;(4) Compared to the advanced branches, the lowservice effectiveness of our branch is due to the slow operation in depositing andwithdrawing money but quick operation in financing service;(5) There is a big variance inservice effectiveness in all the retail banks in our branch. Therefore, based on the currentemployee member, improving the service effectiveness in retail banks is the key to enhancingthe competitiveness of the retail banks.This dissertation tried to combine the Six Sigma Theory with the practice of retail banksin Henan Construction Bank. First, this dissertation analyzed the exterior environment andcompetitive situation of our retail banks by using Maslow’s hierarchy of needs and JackWelch’s Six Sigma Theory. Secondly, this dissertation analyzed the interior and exteriorenvironment of our retail banks from the angle of service effectiveness, discovering someproblems which exist in the retail banks themselves and need solving. Based on the analysis above, though some aspects can be improved in our retail banks, it is hardly to change thelower level in the whole systems and the industry. Consequently, in order to reform anddevelop, it is necessary for our retail banks to adjust the current goal and choose a newstrategy.In order to clarify the developing orientation, this dissertation used SWOT to analyze thestrength and weakness of our retail banks, the opportunity and threaten that our retail banksfaced, and then invited relevant experts to make quantitative marks on the retail banks’condition by implementing interior and exterior factor evaluating matrix. The dissertationanalyzed the developing strategy which our retail banks should adopt in the future. Theanalysis indicates that though some strength exist in our retail banks, competitiveness amongother banks and opportunities to be the best confront, which demanding our retail banks toadopt the following:(1) Considering the service effectiveness into performance evalution;1.Using the performance evaluation to encourage the clerk to operate quickly;2. Evaluating theservice effectiveness when evaluating the service quality in every branches and retail banks;(2) Optimizing the operation process and improving the qualification of clerks;1. Using thecalling number function of the queuing machines and avoiding the technical statistic errors;2.Optimizing the operation process;3. Enhancing the practice of clerks’ sale promotion processespecially;4. Improving the clerks’ qualification;(3) For those retail banks who has un-evencustomers flow, arranging flexible clerks’ working time is a good solving method;(4) It isalso a good method to assign the easy or complex operations to other counters; Thisdissertation put forward specific assuring measures from the aspects of conception adjusting,institution reforming, business management and human resource.