A Case Study On Influential Factors Of The Customer Service Quality Of China Everbright Bank

With the establishment and development of joint-stock commercial banks, thesituation that only the four state-owned banks share the market of the whole country hasbeen broken. Throughout the development of joint-stock commercial banks, we could findcomparatively strong vitality in them, which not only means their existence has actuallymade China’s financial system more vigorous but also indicates the direction of financialsystem reform. However, with the deepening of reform and development, competition infinancial industries has become more and more fierce. In the meanwhile, the inherentshortages of joint-stock commercial banks are beginning to emerge. What’s worse, with thecompetitive advantages disappearing gradually, these banks are faced up with the plight ofbecoming unpopular in the future market. One of the main reasons is that the decisionmakers tend to give high prominence to aspects such as business expansion and financialinnovation. Nevertheless, some aspects, especially the problems of service and marketinghave been neglected, which further disturbs the developing process and the achievement ofgoals. To be specific, these problems include weak consciousness of service, outdatedservice mode, weak competitiveness of domestic banks and low professional ability.Considering the problems of customer service quality, as an employee of CEB, theauthor focuses on the study of the influencing factors of customer service quality of CEBand mainly adopts three methods, consulting literature, making theoretical research andconducting empirical analysis.Firstly, the author introduces the theme through describing background and currentsituation of joint-stock commercial banks. Secondly, by referring to various literatures andsummarizing related theories both at home and abroad, the author illustrates theinfluencing factors of the customer service quality of CEB and designs a model on thebasis of the factors. Thirdly, after designing questionnaires and collecting and analyzingthe data, the author classifies the intensity level of the influencing factors with theapplication of SPSS software and structural equation model. Finally, according to theintensity level of the factors, the author puts forward the strategies and suggestions forimproving the customer service quality of CEB.Through the empirical analysis, it could be concluded that tangibility, reliability,responsiveness, assurance and empathy can exert remarkable influence on customerservice quality. And the order of declining intensity level of the five influencing factors istangibility, reliability, responsiveness, assurance and empathy. Therefore, for the sake of improving customer service quality, for one thing, customers’ sense of security should bestrengthened when they handling business or purchasing financial product. For another, thedynamic behaviors of customers should be responded quickly and hardware facilities aswell as personalized service for higher requirements from the customers should beimproved.