Research On The Improvement Of The Customere Service Management Of The Commercial Banks Outlets

In the rapid development of modern society,the service sector of the commercial banks have being more and more important.Nowadays,China's commercial banks' customers are no longer satisfied with the simple commercial banking services,but acquiring more personalized financial services.With the growing amount of internet banking service in China's financial markets,the access to the target customers has being diversified.How to attract more customers? How to improve the customer satisfaction index? How to become more competitive? The commercial banks in China are facing the same questions these days.This paper follows the routes as Asking a question-Looking for answers-solving the problems.The paper takes the Industrial and Commercial Bank of China(ICBC)in Beijing area for example.Under the guidance of basic theory,it takes an empirical research on the relationship between the service quality of commercial banks,the customer satisfaction,and the customer loyalty.In order to find out the relationship between these three factors and the method to improve the service quality of commercial banks,the customer satisfaction,and the customer loyalty.This paper focuses on the need and the urgency for China's commercial banks to improve customer satisfaction management.In view of the above purposes,after reading a lot of relevant papers and conducting the empirical research on the samples gained from the customer satisfaction and loyalty questionnaire of ICBC in Beijing.We put forward policy recommendations for the Commercial Bank of China to improve customer satisfaction and loyalty,hope to provide some guidance for China's commercial banks' improvements.