The Research On Customer Satisfaction Of Commercial Banks Financial Services

With our country economy healthy development and increasing personal wealth, financial services became the darling of the commercial banks. At the same time foreign banks and private banks to join the competition in the commercial bank financing market will be further intensified, but it should be noted that along with the rapid development of our financial market, there have been implicit guarantees rigidity and payment issues, and therefore CBRC issued a series of related policies to strengthen financial market regulation to ensure financial market norm. Commercial bank as one of the main participants in the financial markets, the level of financial services as well as for customer satisfaction with bank financial services is worth exploring. From the perspective of customers, analysis of the main factors affecting the banking financial services customer satisfaction, customer satisfaction has important significance on Banks to improve their service.This paper reviews the basic theory of customer satisfaction and financial services of commercial banks, and then analyzes the main problems of commercial banks and financial services financial market conditions exist. On this basis, combined with relevant documents and interviews with staff, customer satisfaction factors on commercial bank financing and services for analysis, select the brand image, customer expectations, perceived quality, perceived value, individual differences between the five factors as independent variables, and financial services to customers in the bank acceptance of overall customer satisfaction as the dependent variable, build a model of financial products have been purchased through customer questionnaires, and used spss18.0 statistical software to analyze the survey data. The results showed that the brand image on perceived quality, perceived value, customer expectations, customer satisfaction has a positive impact; customer perceived quality expectations of a positive correlation, perceived value, customer satisfaction has a positive impact; customer perceived quality has positive impact on customer perceived value and customer satisfaction; perceived value has a positive impact on customer satisfaction; individual differences in perceived quality, perceived value and customer satisfaction has a positive impact. And five independent variables varying degrees of impact on commercial banks financial services customer satisfaction, according to the degree of influence in descending order are: perceived quality, perceived value, individual differences, brand image, customer expectations. Finally, according to the empirical analysis results, the corresponding recommendations to enhance customer satisfaction marketing respectively from the above seven aspects: create differentiated financial products, improve the quality of the hardware facilities, training of professional money managers to enhance the efficiency of financial services, establish financial services brand image, enhance customer bank financial knowledge, effective management of finance customer expectations.