Research On Counter Service Satisfaction Enhancement Strategy Of Hxl Sub-branch Of China Bank

With the increasing system reform of commercial bank, the degree of attention that the commercial bank pays to bank counter service is strengthened greatly. It is the realistic issue in financial field that how to make the counter service of commercial bank develop better. Based on analysis of bank’s product and service, especially, a series of questionnaires on satisfaction of bank counter service, this paper analyzes its economic and financial environment comprehensively, finding that the bank of china, Huaxia Road branch has a good opportunity for development, while there are some problems on some aspects, such as process, efficiency, environment, product, training and communication.Considering the bank’s development status, this paper uses the method of 3R Service Marketing program based on customer satisfaction enhancement, which includes three kinds of strategies: the first is customer retention strategy aiming to retain existing customers through business process transformation, personnel business training,improvement of improvements; the second is multiple sales strategy aiming to increase the business marketing efforts greatly, recommend the bank products fully, and expand the scope of bank counter service, such as positive recommendation of mobile phone bank and vigorous expansion of business away from cabinet; the third is the strategy of customer introduction aiming to improve the probability of customer introduction by transformation of business environment, increasing theservice facilities, enriching the business products, increasing the business consultants, besides, the strategy provides personalized and differentiated service to improve customer satisfaction and increase the rate of referrals.Based on the marketing theory of commercial and the bank’s development status, the paper uses the method of 3R Service Marketing strategy involved in business process, business environment, staff training,marketing model and facilities improvement, which is a new vision and is full of research value and popularization meaning.