Research On Banking Service Quality On The Basis Of Customer Perception

With the continual development of banking and even more severe competition, clients are getting more and more difficult to be satisfied with the banking service. Commercial banks want to please their clients in service by their own managerial methods; however service quality is never a subject conception. So it is a basically priority to figure out how on earth do clients evaluate perceived service quality. Foreign scholars have been studying on the model of customer perceived service quality and many significant results have been showed. However, no specific model or series based on Chinese commercial bank has been worked out. Compared with the professional, mature and high quality of foreign banking service, Chinese commercial bank still has a long way to go and a lot of endeavor to do. According to that, it cannot be denied that the gap between foreign banking service and Chinese banking service has a very close relevance with a specific and scientific evaluation series of service quality, which is desperately needed.After substantial studies on international documents and interviews with banking employees, this thesis divides the customer perceived commercial banking service quality into7dimensions and develops a evaluation system which contains23indicators based on SERVQUAL and BSQ. This evaluation system is focusing on the customer perception to get better results. In Dalian, the author finally got147valid questionnaires by random sampling. With the help of SPSS18.0, it takes descriptive statistical analysis, factor analysis, correlation analysis and regression analysis on sample data and finally draws a conclusion:there are7dimensions of customer perceived banking service quality——empathy, responsiveness, reliability, economy, safety, tangibility and usability. However, usability has no distinct impact on the final evaluation. At last, this thesis applies the conclusion to evaluate Chinese main commercial banks’service quality and comes up with several managerial advice on the basis of evaluation results.