The Research On Evaluation Of Customer Satisfaction Of Personal Financial Services In Commercial Banks Based On Grey Fuzzy Comprehensive Evaluation

China's national economy has developed rapidly in recent years,and the income level of residents has been increasing gradually,followed by the financial boom.Personal financial service has gradually developed a new support-dot of profit growth for commercial banks.In order to survive and develop in the fierce market competition,it is necessary for commercial banks to pay attention to customer demands and understand customer psychology,and then enhance the competitiveness.However,the personal financial services of internal commercial banks started late,so the level of customer satisfaction is not high,and the direction of improving satisfaction is not clear.The above problems should be solved.Therefore,this paper aims to define the level of customer satisfaction of personal financial services in commercial bank's,and to put forward the feasible direction of improvement.Firstly,this paper respectively expounds the relevant theories such as concepts and characteristics of customer satisfaction and personal financial services,as well as the theoretical models.In view of the above,the concept of customer satisfaction of personal financial services in commercial banks is put forward.Secondly,on the basis of analyzing the characteristics of personal financial services in commercial banks,this paper selects the key factors influencing customer satisfaction according to the principle of index screening,and then constructs the evaluation index system of customer satisfaction.Thirdly,through comparing and analyzing the several present customer satisfaction evaluation models,the grey fuzzy comprehensive model is determined to be the most reasonable model for this paper.Finally,this paper makes an empirical analysis.At this stage,a questionnaire is designed and granted according to the customer satisfaction evaluation index system as well as the principle of designing questionnaire.After the preliminary data processing,the personal financial customers of M bank are subdivided into general customers,key accounts,potential customers and strategic customers four groups according to variables of economic life cycle,and then,on the basis of customer segmentation,this paper evaluate the four groups' customer satisfaction of personal financial services in M bank,combining with grey fuzzy comprehensive evaluation model.The evaluation results show that the customer satisfaction level of personal financial services in M bank are not high and roughly in the middle level.Among them,the satisfaction scoreof the first group is higher than the third group,next the fourth group,and the satisfaction score of the second group ranks in the last.The customer satisfaction of personal financial service of M bank as a whole needs to be improved.Improvement measures for four groups are different.In general,the commercial banks can develop mainly from the hardware environment,quality of service and product quality areas,so as to achieve the goal of improving its customer satisfaction of personal financial services.