Research On Personal Customer Satisfaction Improvement Strategy Of ICBC Xiangyang Branch

As the increasingly complex and intensifying competition in economic environment,high quality customer resources has become the valuable wealth which the commercial Banks contend.Customer satisfaction is the core of the commercial Banks obtaining high quality customer resources.The major domestic commercial Banks pay more and more attention to the construction of customer satisfaction.They gradually focus on customer satisfaction measurement and monitoring,expecting to seek more effective improvement strategy for customer satisfaction.Because of its geographical features,the competition between other local commercial Banks and the branch of industrial and commercial bank of China in Puyang has been transformed into personal customer resource competition.Currently,status of personal customer satisfaction for puyang branch is not optimistic.A effective promotion in personal customer satisfaction strategy which will make a sharp rise in the personal customer satisfaction and further enhance their core competitiveness is needed urgently.Therefore,the research for promotion in personal customer satisfaction strategy of Puyang branch is particularly important.After reading a lot of research data that comes from home and abroad well-known scholars’ exploring on customer satisfaction and influential factors of commercial bank customer satisfaction and promotion strategy,the paper analyses factors of affecting the personal customer satisfaction,also concluding the results.The paper establishes personal customer satisfaction evaluation index that is suitable for Puyang branch.According to the index,the paper designs corresponding questionnaire for customers of parts of the Puyang branch.It is a random survey.It obtains some evaluations for personal customer satisfaction,and then use statistical analysis software analyzes the result of the questionnaire survey to find the crux that personal customer satisfaction is at a low statue.In the end,the paper compares advantages between disadvantages in the work in the construction personal customer satisfaction,to put forward Suggestions for improving personal customer satisfaction.