An Empirical Study:the Influence Of Commercial Banks Perceived Service Quality On Customer Relationship Quality

With the rapid development of tertiary industry, the service industry is the most important industry of a country or region, also is the key engines of regional economic development, in today’s business competition seems to be the competition of the service industry. Customers become the most precious resources and to provide quality services is the key to customer satisfaction and customer loyalty. To obtain customers and retain customers, companies should not only be concerned about their products and services, but also from the customer point of departure, strive to study how to improve the quality of service strategy in order to gain a competitive advantage for customers of all ages. However, because the service itself has complex features, such as invisible, cannot be retained, contact, even if the enterprise is difficult to accurately grasp the methods to improve service quality, also makes the customer is difficult to produce the feeling of certainty and security quality of service and difficult to produce a high quality relationship quality. To this end, full-depth study of the internal structure of the quality of service is critical to improving the quality of customer relationships, It is also possible to grasp the connotation of customer relationship management, better customer relationship management.The banking sector as the traditional financial sector, the financial services industry to provide the savings, financing, payment, information and risk management for the residents, businesses and other social organizations, play a crucial role to national economic development. With the rapid development of China’s overall macroeconomic, China’s banking sector achieve a comprehensive, high-speed development and upgrading. According to statistics from2001-2010, China’s GDP grew by3.63times,the size of the assets of the banking sector increased from15.73trillion to95.3trillion Yuan, an increase of more than five times. As China’s social and economic development,the banking sector will play a more important role in the whole community, will also be more people concern and attention.With China’s accession to the WTO, the original pattern of competition among banks in China has beem broken by foreign banks for their professional quality of service which has had a huge impact on domestic banks. At the same time, our country banking past credit business model mainly by the scale will also face the future credit scale and overall growth in limited space bottleneck, banking development will also have an important change credit space turning point. How to adapt to the supply of credit of the impact of the adjustment of industrial structure, the supply of credit institutions in the new changes and adjustment of establishing a stable, high quality profit channel, is the domestic banking sector challenges facing in the future. Our country commercial bank to gain a competitive advantage, obtain long-term development, you need a series of improving service quality of the method, from theory to research into the banking service quality theory, banking, as a special kind of service industry, this need not only to keep the theory research of basic services, and more in the original service theory, and on the basis of the actual situation contact banking for the original service theory lies in development innovation.At the same time, in the bank also competition, the customer is scarce resource has become how to get the customer is the key to competition, so how to customer relationship management, and establish a good relationship with customers is the need to focus in the study of the bank. To improve service quality is a foundation bank, and build up good relationship with customers quality is the goal, and study the two in the banking industry the logic of the bank to improve service quality, improve the relationship quality, has the great deep significance.The purpose of this paper is to build a research model of service quality dimensions on customer relationship quality from the three-factor model of quality of service, through empirical research on the Chengdu City Commercial Bank, find that the mechanism of service quality on relationship quality. This study can provide a good reference for China’s commercial banks to improve services, quality of service, access to customer satisfaction and customer loyalty. At the same time, the theoretical model very well structured and hierarchical, practical guidance is very obvious, according to the findings of this article, businesses can get a good inspiration:from the quality of service magnitude of departure, and strive to improve the quality of interaction the quality of physical environment, the various aspects of the quality of results, improvements in the quality of customer relationship to relationship marketing strategy and, ultimately, customers to buy the enterprise service offerings and generate customer loyalty.This study is only exploratory research, there are still many inadequacies in the process, you need the back of the researchers added to the improvement: questionnaire survey can be extended to a variety of commercial banks and the wider industry, in order to make research results more universal applicability; more complete model, by adding a new follow-up variables, the impact of variables such as the relationship between the quality of follow-up; in the time and conditions permit, you can try some of the qualitative approach.