QDZS Bank Retail Branch Service Quality Evaluation Research

With the development of our economy, the competition among the commercial banks becomes more and more fierce. All the banks face great challenges, which not only come from other banks but also from other financial groups. As a matter of fact,the competition among the banks is the competition of products and service. And an important factor to increase customer satisfaction is service quality. So the competition among the banks is actually the competition of service quality. However,there is a remarkable homogeneity among the services offered by our commercial banks. All the commercial banks offer the similar products and service facilities. The key to strengthen core competitiveness is to improve the service quality. In China, ZS Bank is the first joint-stock commercial bank completely held by business entity,which is also the first pilot bank to promote the bank reforming outside system. Based on the relevant data of service quality, this thesis researches the current situation of the retail banking and analyses the typical cases of retail banking in QDZS, aiming at providing sufficient cases for the further study on service quality in commercial banks.This thesis offers a service evaluation system, which includes the evaluating indicators of customer satisfaction, employee satisfaction, the innovation of service products, efficiency of service, service environment and social responsibility. And it also discusses the service quality in retail banking, offering some references to improve service quality and enhance customer satisfaction and loyalty. Besides, the thesis predicts the developing tendency of the financial retail banking in the future.