Analysis Of Individual Customer Satisfaction Survey Of China Merchants Bank Qingdao Branch

In the background of financial liberalization,the state gradually honored its commitment to join WTO and the slow development of the world economy,China's commercial banks are facing challenges from the international and domestic,its internal and external pressure is more and more big,the competition between Banks is becoming fierce,the bank's financial market environment and the situation is more complex and difficult to grasp,which makes the commercial bank began to compete for individual customer resources in order to enhance their own competitiveness.Furthermore,in 2016 the people's Bank of China joint the AQSIQ and the National Standards Committee issued nine new national financial standards,including eight new standards on banking,it means that The country's banking service quality requirements become more stringent.The new standard emphasizes that consumers must get better service,and the bank should think highly of customer satisfaction.Which also requires commercial banks to pay more attention to the quality of services,and continuously improve customer satisfaction.This paper is an empirical study on the response of the new national standards,and in order to deal with the above problems.Based on the literature review of domestic and foreign customer satisfaction theory,the paper adopt the Tsinghua customer satisfaction model,build business customer satisfaction index system,and according to the index system,the questionnaire was designed.The paper choose China Merchants Bank branch in Qingdao as the empirical research object,to investigate and collect the data of individual customer satisfaction,and establish the satisfaction model based on structural equation model,The paper fit the method by LISREL software with maximum likelihood estimation,and the effectiveness of the model is analyzed.Finally,the paper found out important factors that affect the personal customer satisfaction of China Merchants Bank.The survey results show that perceived quality has the most influence on the personal customer satisfaction of China Merchants Bank,image and perceived value tread on the heels of perceived quality,expected quality has the weakest influence on thepersonal customer satisfaction of China Merchants Bank,and customer satisfaction is the most direct and important factors affecting customer loyalty.Finally,the countermeasures and suggestions based on the conclusion of the investigation is proposed to further enhance the China Merchants Bank personal customer satisfaction level,which can help China Merchants Bank attract more customer resources,occupy some advantages in the fierce competition of financial markets.