The Mechanism Of Service Quality Impacting On Customer Behavior

Service economy is becoming a new growth point in the whole economic of our country along with the deepening implementation of the economic system reform.But service companies in our country have obvious deficiencies compared with foreign companies.The globalization of the word economic has brought tremendous risks to our enterprises.With the continuous improvement of people's living standard,customer have more requirement to the service-oriented enterprises not only the basic need but also to maximize the enjoyment.The banking industry as the leading industry of the financial sector.In the increasingly fierce market environment,banks must pay attention to improve and enhance their level of service quality to gain a competitive edge,retaining customers,improve customer behavior.In this paper the multi-dimensional evaluation model is based on the model of banking service quality research both at home and abroad as well as the customer satisfaction,customer behavior and similar areas of theoretical research,and also combined with the actual situation of the development in nanjing of banks.And this paper set up the banking service quality measurement based on the classic SERVQUAL scale.In this paper,the reliability analysis and the validity analysis verify the design index rationality and scientific and feasibility.In order to analyze the relationship of service quality,customer satisfaction and customer behavior,The structural equation model is introduced in this paper.This paper analyzes the different variables of the goodness of fit of the model,the path coefficient between the index system by the statistical software Spss21.0 and Amos21.0 as tool.This paper focus on the empirical analysis,through which it can conclude the primary and secondary indicators that influence customer behavior.And propound Suggestions and policy for Banks to improve service quality,etc.Not only give a new way to think and analyze,but also put forward the relatively unique insights and practical solutions which can use as a guide to improve the banking service quality in our country.