The Study On Personal Banking Business Process Reengineering Based On Customer Satisfaction

Personal Banking is a generic term of all the services provided by commercial banks for individuals and families as the service target. A fast growth of the personal banking business is jointly promoted by the steady development of the national economy; relatively loosen financial policies; financial deregulation and the increase of national wealth. The personal banking business has gradually become the major source of profit for banks. Based on the fact that commercial banks are in urgent need of better developing their personal banking business so as to enhance customer satisfaction and loyalty, it is a vital development approach for the commercial banks to redesign the Personal Banking Operation Flow that oriented by customer requirement, aimed at the enhancement of customer satisfaction and value maximization.The paper reviewed the development status of commercial banks home and abroad; referred to a lot of documentations; defined related concepts and elaborated the BRP theory and the Operation Flow Reengineering theory for commercial banks. On this basis, an outline of the research object and a detailed account of the personal banking business are provided in the paper. Here on, the problems of the operation flow of personal banking business is thus elicited. Through conducting surveys on the conditions of customer satisfaction concerning the personal banking operation flow, it is concluded that customers are relatively dissatisfied in the process of queuing and personal loan procedure. According to the dissatisfaction in personal loan procedure, the research try to redesign the operation flow reengineering process with the ARIS theory, and evaluate the flow reengineering through significance scoring matrix of target components to give reengineering prospect. At last, the paper proposed several safeguard measures such as building up flattening organizational structure, people-oriented human resource system and comprehensive long-term risk management system. It is expected that the research would have some implication for the commercial banks in the enhancement of their customer satisfaction and loyalty and ultimately, the improvement of their competitiveness.