Commercial Bank Full Marketing

In the21st century, competition between commercial banks is very fierce. Under the circumstance, Service quality is related to the survival of commercial banks and becomes the key to win in the competition for commercial banks. Only commercial banks improve service quality and enhance customer satisfaction. They can gain sustainable development. Improving the service quality becomes the main purpose of the commercial bank market. Six sigma quality management is a tool of mending the defect of the process and enhancing customer satisfaction. Six sigma theory provides a systematic method of all staff marketing for commercial banks. The tool of six sigma can improve service quality, obtain customer resources and strengthen the competition ability.Firstly, this paper studies of bank marketing theory and six sigma quality management. Based on the research achievement from domestic and abroad, this paper puts forward the new idea of using six sigma project to implement all staff marketing for commercial banks. Then the paper designs the questionnaire about customer satisfaction, uses the DMAIC process to carry on the empirical research about service quality and transfers the needs of customers into the measure of commercial banks effectively. Finally, combining the empirical part, the paper puts forward proposal of using six sigma tool to implementing all staff marketing, which is necessary for commercial banks. Since the application of six sigma management in commercial Banks is now just beginning, combination of theory and empirical methods to study the application of six sigma management in the commercial bank has the great value.