Research On The Service Marketing Strategy Of Wuxi Branch Of China Merchants Bank Based On Customer Satisfaction

With China’s progressive commitment to the WTO,the competition between domestic banks are intensified,the degree of opening up the banking industry and the degree of market operation is also getting higher and higher.Banks are moving from the seller’s market to the buyer’s market.The monopoly advantage of the past is gradually weakening.The traditional market segmentation has been broken down.The bank’s marketing strategy is the guideline to improve the overall operational efficiency of the banks.At the present commercialization and marketization Competitive landscape,it is particularly important.Banks in order to gain a firm foothold in the modern business environment can only continue to enhance its own marketing and service capabilities.But in fact,the quality of the bank’s services is ultimately determined by the customer,the banking service marketing strategy of the pros and cons of the final evaluation by the customer,therefore,the development of banking service marketing strategy should be based on customer satisfaction evaluation.Based on the study of domestic and foreign customer satisfaction and service marketing,this paper has carried on the thorough research to the customer satisfaction and service marketing of our country’s banking industry,First of all,this paper introduces the basic theory of customer satisfaction and service marketing,including the meaning of customer satisfaction and customer satisfaction evaluation model,the basic theory of service marketing,which provides a theory for how banks can improve service marketing ability basis.Secondly,according to SWOT to analyze the external environment of China Merchants Bank Wuxi Branch.It can be seen that with the gradual opening of the policy of opening to the outside world,the economic development of Wuxi’s rapid economic development,the savings preferences of Wuxi residents and the huge potential customer base of Internet finance will further promote the banking marketization process in Wuxi area,Wuxi area The future banking industry competition will become increasingly fierce,and can be in the fierce market environment stand in the standstill is the key factor is the customer;again,try to buildChina’s commercial banks based on customer satisfaction service marketing ability evaluation model,and based on the evaluation model The corresponding evaluation index system,analysis and determine the evaluation of the indicators of the method.Finally,according to the evaluation index system of customer satisfaction of China’s banks,a specific questionnaire is designed and the Wuxi Branch of China Merchants Bank is taken as the object of investigation.The customer satisfaction value of the bank is calculated by statistical analysis,and then the corresponding investment bank Wuxi Advice on branch marketing improvement.