Survey Report On Service Quality Of A Subbranch Of China Construction Bank

With the gradual liberalization of China’s banking industry to foreign investmentand the continuous development of the domestic banking industry, the competitionbetween commercial banks are increasing. In this context, bank consumers have moreoptions. Especially considering the actual situations such as undifferentiated financialproducts and basically enough bank branches, the quality of banks’ services necessarilybecome the main influence factors on customers’ choice behaviors. Backward serviceawareness and unideal service quality inevitably will exert negative impact on customers’satisfaction and loyalty. Moreover, the fact proves that the cost of seeking potentialcustomers is much larger than the cost of maintaining good relationships with existingcustomers. If commercial banks cannot pay enough attention to the improvement ofservice quality, these banks will lose their brand influences and reduce the amount ofcustomers; therefore, market shares and economic benefits will go down in the long term.In conclusion, how to take full advantage of excellent service quality to raise customers’satisfaction is the huge problem faced by domestic commercial banks. In addition,nowadays, there is little result of research on the service quality of a single bank branchand there is no standard questionnaire for this kind of bank in China. Due to the actualdemand and deficient research findings, this paper takes A Subbranch of ChinaConstruction Bank as an example, and carries on the investigations and research on itsquality of service deeply.The main content of this thesis is as follows. The first part is an introduction,including research background and purposes, main ideas and research methods，innovation and insufficiencies. This part points out that, in the environment of fiercecompetition, increasing the quality of bank service is the most effective and efficientmethod for China Construction Bank’s existence and development. Secondly, itintroduces relevant theoretical knowledge about the quality of bank service, including itscharacteristics, influence factors, and evaluation methods. Thirdly, this thesis takes ASubbranch of China Construction Bank as an example, and carries on with the work ofquestionnaire’s design, sending and collection. On the basis of the analysis, the validityof the sample is proved. What’s more, combined with related content of service quality, this thesis uses satisfaction measurement formula to calculate and analyze the quality ofservice of A Subbranch. At last, some effective and efficient strategies are summed upbased on the actual analysis results in order to help the bank obtain competitiveadvantages in the long term.