Theoretical Analysis And Empirical Study On The Financial Service Satisfaction Of Small Towns

Customer satisfaction has been regarded as a strategic target in financial institutions. It is the key factor for industry to operation successfully. it has been a mainstream trend that enterprises improve customer satisfaction to enhance the core competitiveness. Since the beginning of the1980s, Foreign scholars had conduct lots of theoretical analyses and empirical studies on financial service customer satisfaction. Numerous studies show that customer satisfaction plays an important role in customer retention and creates a harmonious long-term customer relationships, customer satisfaction has been become the key elements in survival and development of modern financial institutions.Because of the influence of small town economic development of financial institutions and financial competition is not sufficient and other factors, the level and quality of financial services have a wide gap between the city’s financial institutions, there are numerous research on financial service satisfaction, but mainly concentrated in the city’s financial institutions. how to improve the small towns financial services satisfaction has become a very urgent research.Based on the financial service satisfaction evaluation indicators to build,399questionnaires of Hubei province were processed for the study. using the structural equation model to verification, model test and model modification analysis. Using AMOS to carry on the correlation analysis and path inspection, and testing the influence factors of the financial service satisfaction. The study finds that there is a directly affect between customer satisfaction and tangible Service, the quality of staffs and agency business. The affect between customer satisfaction and bank service charge, the ability to provide services and traditional business is not significant. This study further concludes that towns financial institutions can strengthen the construction of infrastructure, improve the quality of staffs and provide new financial products to improve customer satisfaction. Customers income, gender, age has no significant effects on satisfaction, education degree has a negative impact on satisfaction, with the increase of education degree, the small towns financial service satisfaction reduce. Above all implied policy implication is that the government needs to expand financial support, increase spending on infrastructure of financial institutions; Financial institutions need to improve the staffs overall quality and service level, innovative financial services products...