Method Research On The Service Innovation Of Commercial Banks Based On Fuzzy Hierarchical Kano Model

With the rapid progress of the reform of the financial system and the financial globalization, China’s commercial banking industry is facing the hitherto unknown competition pressure. The development of financial system reform, interest rate marketization, Internet technology, makes a large number of shadow banks including Internet Co, steping into banking business one after another, and exercising quasi banking functions; the pace of financial globalization, multi foreign banks with international competitiveness begin to enter the domestic retail banking industry. Domestic commercial banks forced by competition must carry on the service innovation. However, domestic banks’ service innovation means, are still to imitate other innovations, it is difficult to walk in front of the industry. How to cultivate the core innovation ability of the domestic banking industry, and design scientific and reasonable methods of service innovation, is a key link to change its competitive position and improve their own competitiveness.Kano model to customer demand as the starting point, introducts customer participation in the service designing front, and through the hierarchical research of customer needs, find the most effective factor to improving customer satisfaction. It is learned that unique advantage of Kano model in service innovation, also in order to study the improvement methods of Kano model, This paper attempts to develop a more reasonable method of service innovation of commercial banks, and its application, in order to enrich the domestic banking industry innovation theory and research method. To sum up, the main research contents of this paper are as follows:(1) The paper has combed the theory frame of the traditional Kano model and fuzzy Kano model, and focuses on the improvement of fuzzy Kano model in the Kano questionnaire. Fuzzy Kano questionnaire is considered by the customer’s complex and changeable psychological feelings caused by customer’s uncertainty demand, which allows customers to choose more than one answer for fuzzy assignment.(2) Designing fuzzy hierarchical Kano model. Based on the existing fuzzy Kano model research, this paper Design the corresponding answer process and introduces the "a phrase describing of psychological needs " and the importance of scale table to Kano questionnaire, which make the test results closer to the actual customer’s psychological feeling. First, respondents clearly describe their psychological feelings, and then select demand options by virtue of this expresstion; secondly, make assignment on the basis of the "importance scale table".(3) This paper applies the fuzzy hierarchical Kano model to the service innovation practice of BH bank G branch, through fuzzy hierarchical Kano questionnaire to identify customer needs. After considering the classification results of fuzzy hierarchical Kano model and important degree adjustment results, this paper puts forward the service innovation scheme of G branch, which verifies the feasibility and effectiveness of fuzzy hierarchical Kano model.