Research On The Individual Customer Satisfaction Of The County Level City Branch Based On Fuzzy Analytic Hierarchy Process

With the development of network finance and the market-oriented interest rate reform,the financial and technical "disintermediation" phenomenon,this phenomenon has brought tremendous pressure to the banking industry.In addition,because the market interest rates gradually increased,bank deposits began streaming to a variety of financial products in the market,floating deposit becomes more intense;in the credit and loan deposits accounted for restriction ratio,shadow banking has been the rapid development of large scale began to expand,RMB loans accounted for the total social credit the amount of financing in the proportion has declined,only half;from the beginning of June 2013,several outbreaks of tight liquidity,directly affect the basic operations of the bank deposits,loans and other traditional remittance.The third Plenary Session of the 18 th CPC Central Committee proposed to accelerate the interest rate market,private capital to set up small and medium-sized banks,such as the reform of the financial strategy,which will fundamentally change the current situation of the financial industry.The development of the marketization of interest rate,interest difference will the depth of compression,the mad scramble for the private capital market,the hottest financial network is known as the banking industry in the "three mountains".In addition,such as derivative products of Internet financial balance treasure owned by Alipay group,has a direct impact on the banking industry,especially the personal banking business,the bank in order to recover the lost land began to launch its own development in line with the similar financial derivatives.In addition,under the new economic norm,China's economic growth is weak,which is too much emphasis on the development of the Bank of the prefecture level city branch is too dependent on the development of enterprise customers.Based on such a background,this paper studies the customer satisfaction degree of the branch of the bank.This article first summarizes about customer satisfaction theory,and then detailed scientifically established system satisfaction evaluation of bank prefecture level city branch of individual customers,and use AHP to calculate the index weight accurately,and then use fuzzy evaluation method on satisfaction of individual customer bank city branch of empirical analysis.Finally,it puts forward some countermeasures for improving the city bank branches of the individual customer satisfaction: providing targeted products and services,enhance product innovation and brand building,to promote customer fine management,enterprise culture and personal customer relationship management,improve the organization,strengthen the cultivation of customer manager.