Bank Customer Experience And Service Quality Improvement Research

With the arrival of the era of experience,more and more customers to the product experience for the commercial banks in order to maintain good customer relationship to the pursuit of sustainable competitive advantage,must provide more in line with customer needs the experience of products and services,expand the scale of enterprise customer group.How to provide high quality service experience to improve customer satisfaction,to bring customers a unique experience in the purchase and use of commercial banks has become the primary task.Based on this,it is very important to evaluate the customer experience of commercial banks.Firstly,the research background,significance,research ideas and methods of the customer experience evaluation of commercial banks were briefly introduced;Secondly,this paper briefly described the theoretical basis for the evaluation of commercial bank's customer experience,expounded the theoretical basis of the KANO model and the QFD theory concept;Thirdly,This paper established customer experience evaluation system.It concluded the quality attribute classification of influencing factors of the customer experience using the KANO mode.Among them,the attractive quality included five indicators such as "modern equipment & technology" and " the humanized service".Fourthly,this paper proceeded quality function deployment by QFD method aimed at the customer experience and service quality.Then,it analyzed online and offline technical measures through market competition evaluation and technology assessment.Ultimately it determined "business process online","training management" as the key technology.Finally,this paper put forward the countermeasures and suggestions to improve the customer experience and provided support for the commercial banks to improve effectively the service quality combined with service quality improvement activities of the industrial and commercial bank in Qingdao which based on an empirical analysis of the questionnaire survey.