Evaluation And Improvement Of Service Quality For Bank Branch M

As a platform for customer service,the quality of service in the bank branches is directly related to the evaluation of commercial banks and the brand image,which affects the market competitiveness of commercial banks.The high or low of service quality,the superior or inferior of the service management level,determines the good or bad of the commercial banks operations management in a large extent.Well-designed service system and high service quality are strategic issues in the process of management of commercial banks.But the service quality and management level can't meet the needs of customers.The relatively backward service management level,service mode and service quality are the objective problems.If the bank wants to remain invincible in the competition,it should be evaluate and improve the service quality.Targeting at M bank branch,this dissertation focuses on the research of evaluation and improvement of service quality,the train of which is followed by "Raise questions,Theoretical basis,Analysis and Problem solving".Firstly,the bidding analysis was applied to confirm the competitors and the advantage of M bank branch in service quality was concluded.Then,the questionnaire was designed based on SERVQUAL model and sent to the customers.Through the results of questionnaire inquiry,the factors that affects the service quality of M bank branch was gained including service attitude,professional proficiency,hardware environment,etc.Finally,based on the above analysis,the suggestion that helps improve the service quality of commercial bank was given.This dissertation enriches the research of service management and offers practical suggestions for commercial banks to improve their service quality.Thus it has good theoretical value and practical value.