Research On The Service Quality Of YBS Rural Commercial Bank To The Public Customer

At present,the domestic public demand for financial services is also higher and higher,which makes many commercial banks from the competition between the original commodity price competition into a competition in quality of service.Therefore,the quality of service has become a key factor in the competition of commercial banks.On the basis of the "28 rule",in which the bank 20% Corporate Banking Services produced 80%of the proceeds in bank profitability,proportion of the more and more Corporate Banking Services,Bank of customer service quality has become the key to win the competition of the commercial bank.Based on the theory of customer relationship and customer satisfaction theory,the customer service quality of YBS rural commercial bank as the research object,to explore the YBS rural commercial bank corporate customer service status.After the study we can see that the current in the bank has many problems,such as: public business Corporate Banking Services business efficiency decreased;Corporate Banking Services marketing mode is backward;in place of customer segment of the public;down marketing team is weak,service ability;customer complaints and service mechanism is not smooth,customer satisfaction decline and so on.Internal and external causes and external influence subsequent in-depth analysis of the cause of this phenomenon,various factors caused this phenomenon,such as the bank's internal Corporate Banking Services rules and the business process is not reasonable,the marketing idea is backward,failed to establish deep marketing system for corporate customer information collection,analysis,understanding enough to lead the subdivision is not in place,personnel training and incentive mechanism is not reasonable,the performance evaluation system is not perfect,the customer service accountability mechanism is not in place.In the last part,the combination of the theory and the current public business problems of YBS rural commercial bank,to improve the service related strategy: first,clear to the public customer business processes,establish and perfect the mechanism of scientific organization and management process reengineering,business process,so as to continuously improve the level of customer service to the public;secondly,"the customer as the center",reshaping the business model;then,through professional training and regular assessment,and continuously improve the overall quality of customer service team,enhance staff professional the quality of the formation of concerted work pattern;finally,perfect the supervision mechanism of accountability,clearly lead to errors in the work of the main responsibility.