An Analysis On Customer Satisfaction Index Of China Construction Bank

With the deep development of China’s finance system reform, the competition among the commercial banks becomes fiercer and fiercer. Especially among the five state-owned commercial banks, the competition involves in every aspect because their similar business scale and finance service products and centralized service outlets. At the same time, the customers will have much more choices on the bank’s products and services. The customers will compare the different bank’s products and services and decide to consume the best one they think. So the bank with high customer satisfaction index will not only keep the old customers and attract the news, hence to bring the lot profits, but also raise its reputation and brand image. Contrarily, one dissatisfaction experience possibly causes the customer to select other banks’product and service. Therefore the best way to compete other commercial banks is studying the commercial banks’customer satisfaction and looking for the methods to improve the customer satisfaction.The commercial banks’customer satisfaction index is one of segments in customer satisfaction. Its lodging and application establish on the theory of customer satisfaction index. The thesis first introduces the conception of customer satisfaction and its application in China, then discusses Chinese commercial banks’customer satisfaction index, including the influencing factors and evaluating methods and so on. At last this thesis takes the example of China construction bank Shaoxing branch, establishes the evaluating system and makes the field researches to obtain a lot of data and takes advantage of the analytic hierarchy process to analyze the score of customer satisfaction of China construction bank Shaoxing branch. On the basis of analyzing the evaluation, this thesis also summarizes some shortages in customer satisfaction index of China construction bank Shaoxing branch at present and puts forward some corresponding countermeasures to improve Chinese commercial banks’ customer satisfaction index.