Empirical Study On Commercial Bank Customer Complaint Behavior Model

Customer complaint is regarded as a mirror of the normal operation of enterprises, to the most real and direct response of enterprise market status and market share. This paper takes the Chinese commercial bank complaining behavior model as the research subject, the customer of ICBC Tangshan branch as the research object, using the factor analysis, correlation analysis and regression analysis method to construct the Chinese commercial bank customer complaint behavior research model. Through the model, we explore the significantly influence between each influence factor. We also discuss the relationship and degree of influence between customer complained behavior and influence factor, motivation, customer loyalty after handling customer complaint. Finally, according to the research results, some suggestions are proposed to improve customer satisfaction and loyalty for the future research direction.Through the empirical analysis, this paper comes to the following conclusions:(1)We find out eight principal component factors which mainly effect commercial bank customer complaining behaviors;(2)We get importance ranking of the customer complaint behavior influencing factors, complaining behaviors, complaining motivation,customer complaining loyalty;(3)Gender, age, education, occupation, the average annual salary of non controllable factors have significant differences on the controllable factors, but the social benefit and confident attitude complaints have no significant differences on the importance evaluation of the controllable influential factors;(4)All of the relationship between customer complaint behavior influencing factors, complaining motivation, customer complaining loyalty and corresponding customer complaining behaviors have significant differences;(5)Eight principal component factors will positively influence the customer complain behaviors(bank complaints, third party complaints)and negative publicity behaviors; The three aspects including complaints accessibiliy,infrastructure environment, social benefits attitude have a profound effect on the behaviors which people complain or give suggestions to the bank;(6)Customer is compl-aining for different orders, and customer complaint behavior is generally taken to achieve the purpose of seeking value compensation, requiring the bank to explain or getting the bank concerned;(7)When a customer do a complaint to the bank or the third party, after complaint handling, customer will hold skeptical of the bank in the future service;When a customer takes privately complain behaviors, showing that he holds a certain attitude and hope to the bank, he will continue to support even more trust in the bank.According to the empirical conclusions, the author puts forward some suggestions and opinions from the micro environment, financial products, and service. One hand,we must enhance product’s hard power of the bank branch, another hand, we must take efforts to improve service’s soft power, "Carrot and stick", completely improve service level and service quality of the bank.