Research On The Improvement Of Service Quality Of The Bank’s Network Based On Customer Satisfaction

Bank network is the basic unit of commercial banks, which is an important physical place in service customer and marketing. Based on the characteristics of customer trust, network physical factor, witness of trading and the special laws and regulations related to banking industry, bank network is still the important distribution channel of the current banking service. Network service quality represents a commercial bank’s service management level, and manifests its core competition ability.The core of the quality management of the bank’s network service is "taking the customer as the center". Improving customer satisfaction is the starting point and destination of commercial banks. Studies at home and abroad show that at any time customer satisfaction is extremely important, and the bank is no exception, because it determines the market share of a commercial bank. In the practical sense, with the development of domestic macro economy, the social public put forward more service needs and higher service standards. The improvement of the service quality of the bank is also the proper meaning to promote the social consumption structure upgrade and improve the social service ability.Bank network service quality improvement is a systematic Project Management. Under the limited resources, it needs to use system theory and method to maximize the use of resources, optimize the service process, improve customer satisfaction, so as to improve the business performance and management efficiency. To the bank network, service quality improvement is not only a service management process, but also a service management system. According to the service quality theory, which is "customer according to the gap between expected service quality and the actual received service quality perception to determine the quality of service", this paper refers to the generic SERVQUAL service quality evaluation model of five dimensions(Tangibles, Reliability, Responsiveness, Assurance, Empathy) of 22 terms designed questionnaires of bank outlets customer satisfaction evaluation and carries out empirical research, combined with service importance evaluation and gained a lot of valuable survey data information. At the same time, through the direct experience of customers and the dialogue with bank managers and employees, this paper gained a large number of typical service cases which provided strong evidence on Project Management about the network service quality improvement.Based on detailed data and typical cases, this paper focuses on the sample reliability, factor correlation, factor importance and other variables, and constructs the "customer satisfaction evaluation, importance" matrix model. By using quality management tools, such as Control chart, Flow chart, Histogram, Pareto Diagram, this paper draws the core factors about process efficiency, queuing time, charging transparent, window supply and after-sales service" as well as other indirect factors. On this basis, this paper puts forward the effective ways of improving the quality of service, namely improving the cognitive level of leaders, setting up the standard system of service quality, improving the employee’s ability, improving the layout of service facilities, providing financial and non-financial value-added services, improving the after-sale service system and so on.