Service Quality Optimization Of Bank Of China Shijiazhuang Branch

With the globalization of economy and the market of finance, the position of commercial banks is relatively lower. Customer is showing its importance increasingly and starting to develop with btreadth and depth gradually, having a higher demand to the service of bank. Service Quality Management has become the basis for the bank to retain the customers and marketing the customers, playing an important role for the bank’s development of future.In this paper, the theory of service quality perception, service quality evaluation, service quality improvement is studied. The service status of the Bank of China Shiji-azhuang Branch and other banks is reported. We conducted a survey of the quality of service and analyzed the problem. In this paper, the method of comparative analysis, observation, questionnaire survey, quantitative analysis, qualitative analysis and other analysis methods are used, Through the analysis of SPSS software, the reliability and validity of the data is analyzed and the gaps in the service process and the cause are identified. The service quality gap model helps to formulate the optimization and improvement strategy in terms of the form of Tangibility, Responsiveness, Empathy and Reliability.The Reliability and Assurance of the Bank of China Shijiazhuang Branch is acceptabl-e to the customers, it needs to be maitained. The customer satisfaction is generally lower to the Responsiveness, Empathy and Reliability, which needs to be further promoted. The bank enhances the Tangibility through the excellent service and the construction of service channel, improves the Responsiveness through the sales process, enhances the Rmpathy through the building of account Manager and lobby manager, maintains the Reliability though the building of internal control, the customer-centric philosophy and the marketing of customer. It will establish a customer-centric marketing concept to guide the bank’s business practices.