A Research Of Banks’ Quality Of Products And Services Based On Kano Model

With the continuous development of China’s financial markets, and the increasing levels of household income, not only increasing people’s financial needs, but also making China’s commercial banks face an increasingly competitive market. How commercial banks to meet the emerging technology challenges in fierce markets, and how to meet consumers’ more refined and more specialized financial needs, in fact, are both important issues for commercial banks.This article is based on this, by using KANO model to explore the quality characteristics of commercial banks’ products or services that offering to the consumers, and to identify the attractive quality, the one-dimensional quality and the must-be quality that improve consumers’ satisfaction level most. So that offering suggestions about market gaining for commercial banks.Conclusions of this study are:1.The character traits of consumers can be divided into three categories:intellectual type introverted, extroverted and outgoing Independent submissive type.2. From the sample overall,22 quality characteristics can be classified into three kinds:5 attractive qualities,1 one-dimensional quality,17 indifferent qualities.3. The result of the determination of the quality of the consumer between different elements of the character is different.4.Consumers are not well acknowledge of financial products.Suggestions are:1. From the perspective of KANO quality division, commercial banks should improve attractive quality and one-dimensional quality.2. Different personality types of consumers reflects the different consumer preferences, spending habits, and different level of satisfaction degree, the commercial banks should be based on their competitive advantages, when explore different market segments.3. Consumers are not well acknowledge of financial products. The commercial banks through financial literacy advocacy, financial knowledge and other ways, so that more consumers really understand both the benefits and risks of financial markets, thus promoting consumers’ awareness of their financial products.