Customer Satisfaction Research For Huarong Xiangjiang Bank Zhuzhou Branch

Customer satisfaction research helps banks make less mistakes innew product research and development, banks will spend relatively lesstime and money on understanding the market demand, thus meetcustomer demand more effectively and more efficiently, and obtain highercustomer loyalty. As market competition in China’s banking industry isbecoming increasingly fierce, customers have become strategic resourcesof commercial banks. Customer relationship management has become animportant issue that China’s commercial banks are facing.As a rising star in the banking industry, compared with wellestablished domestic and foreign financial enterprises, HuarongXiangjiang Bank is still stuck in a simple customer satisfaction surveysand data collection phase in terms of research and application ofcustomers and customer satisfaction, which lack of systematic in-depthanalysis and excavation. Based on present status of customer satisfactionof Huarong Xiangjiang Bank, this paper analysis customer satisfaction ofHuarong Xiangjiang Bank, using factor analysis method to filter outimportant factors which affect customer satisfaction, builds customersatisfaction evaluation index system. Through analyzing the issue ofcustomer dissatisfaction by evaluation, and coming up with customersatisfaction improvement strategies for the issue to improve bank management mechanism, evaluate Huarong Xiangjiang Bank’s customersatisfaction scientificly and enhance their market competitiveness.Through investigation and analysis, the paper made the followingthree main conclusions: First, the bank service quality is an importantfactor affecting the bank’s reputation. Customers are not very satisfiedwith Huarong Xiangjiang Bank Zhuzhou branch’s customer service. Thisis mainly because there are just several branch of Huarong XiangjiangBank have been established and the convenient services offered is notenough, which is far from customer needs. Second, the bank’s strongadvocacy is particularly important. There are a lot of business that bankshave already launched but some customers do not know, we shouldstrengthen publicity intensity, and increase the intensity of services forordinary customers and business innovation. Third, subscribing ofpersonal online banking is the customer’s expectation.On this basis, this paper suggests, if Huarong Xiangjiang Bankwants to enhance its customer satisfaction, it should: First, take the "satisfaction " as a philosophy to improve the mechanism of servicemanagement; second, take "team" as the fundamental organization toexpand the bank; Third, take" network " as a platform to increase thebrand value of Huarong.