The Research Of Service Quality Measurement Of B Branch Of A Bank

China is moving toward gradual market-based reform of interest rates, the banks face new challenges and opportunities. Banks have to change for the change of environment of policy and competition, then service will be the main advantage for the banks whose products are highly homogenized. Improving service quality will be the main method to create a long-term competitive advantage for banks in this case. Therefore, it is important to evaluate the quality of service of banks scientifically and objectively. And we will develop a scientific service quality measurement index system for the B branch of A bank in this paper.This paper is based on the typical method of service quality evaluation SERVPERF, combining with some related factors, such as the enterprise features and the cultural background of the customer, we develop a service quality measurement index system for B branch of A bank through questionnaire, descriptive statistic, factor analysis and reliability analysis. This system includes four dimensionalities that are tangibility、professionalism、responsiveness and guarantees and 31 indexes. The empirical result shows that the scale is reliable and effective, this scale presents important references for the management and improvement of service quality for B branch of A bank.Meanwhile, based on the model of amendatory SERVPERF, this paper introduces the idea of weighting and make use of the correlativity to analyze the weight of each dimensionality and each index. We find that the most important dimensionality is professionalism followed by assurance and responsiveness, and tangibility is the least important one. Moreover, we find that the customer is satisfied to the service of B branch of A bank. Finally, we make some recommendations for the improvement of service quality of B branch of A bank based on the results of the strategy matrix.