Research On The Customer Satisfaction Survey Of Industrial And Commercial Bank Of China Helan Branch

In recent years, with the rapid development of domestic joint-stock commercial banks after the entry into WTO, domestic financial market opening up to the outside world, and at the same time, foreign banks have entered the domestic financial market, and operate RMB business.The market structure of China’s banking industry to make the favor of competition, they must have a hitherto unknown challenge. Satisfaction is an important factor in a bank which effect in the customer choice. Industrial and Commercial Bank of China(ICBC) in the first place as the big four state-owned banks, following the2011as the "Service Value ", and will be in2012as the "Satisfaction in ICBC". It aims to improve the process of service delivery, improve customer satisfaction, it follows that ICBC will take customer satisfaction as the focus of work.In this paper, questionnaires of customer satisfaction on service were carried out, the customer which in the business outlets of ICBC Helan branch as research subjects,and based on the theories of customer satisfaction and customer satisfaction evaluation index from scholars of both home and abrord,and feedbacks from ICBC Ningxia branch customer service and brand management professionals, ICBC Helan branch staff, ICBC Helan branch customer and thesis supervisor. According to the actual situation to design a customer satisfaction questionnaire.Through empirical investigation questionnaire based on the factors affecting ICBC Helan branch customer satisfaction, so as to find these factors lead to ICBC Helan branch in the problem of customer satisfaction. The problem is the basis of ICBC Helan branch to solve the queuing problem,focus of customer complaints,improving staff service attitude, service quality measures. The relevant measures are: to promote the counter business division mechanism and optimize the allocation of human resources, to strengthen the network field service management,to establish and improve network monitoring customer queuing problem solving mechanism, to improve the customer complaint handling process and management mechanism,to improve the network complaint handling capacity of field, while strengthening the service quality evaluation and supervision,vigorously construction of advocating service, caring staff of the advanced culture. The proposed measures to further perfect the system of ICBC Helan branch service system, improve service, to solve the problems of ICBC Helan branch, long-term working mechanism, comprehensively enhance the ICBC Helan branch service level.