| With the development of modern enterprise economy,economic development strategy that customer-focused has been widely recognized.Customers are the source of bank profits.Therefore,how to improve customer satisfaction have become the key issues and challenges faced by bank managers.This paper takes the individual customer in Bank of Handan Zhao Wang branch as the research object,comprehensively uses the methods of questionnaire investigation and interview,and presents individual customer satisfaction situation of the bank,and analyzes and summarizes the main factors affecting individual customer’s satisfaction,including brand image,financial products,service quality,environmental facilities,customer relations and so on.In the analysis process,this paper firstly reviewed the literatures,and interviewed of individual customers,on this basis,this paper designed individual customer satisfaction questionnaire of Bank of Handan Zhao Wang branch,and confirmed the questionnaire survey method,and then issued questionnaires and recycled them,finally analyzed the results of the survey.According to the results of the analysis,suggestions that how to increase individual customer satisfaction of the Bank of Handan Zhao Wang branch are put forward,including establish a good brand image,truly serve the people’s livelihood;actively update financial products into a more secure and more diversified and personalized development;strengthen staff management,improve the quality of service;to create a good external environment,and then maintain and update the hardware facilities;to establish a good relationship with customers,and strive to improve the public facilities and so on.Through the research on the Bank of Handan Zhao Wang branch of individual customer satisfaction,we can further understand the customer dissatisfaction,so as to adjust the personal customer marketing strategy,to enhance their customer satisfaction,and improve service,and reduce the rate of loss of customers,and improve customer loyalty,and finally enhance the market competitiveness of banks. |
