Research On The Service Innovation Of Commercial Banks Based On Customer Experience

At present,the rapid development of China's economy,the banking industry is also showing a financial boom,but the appearance of prosperity has also been a number of negative situations.For the healthy and steady development of economy,more and more strict requirements for the supervision of funds,commercial banks as the main operating institutions of funds,facing this huge challenge.In order to avoid being eliminated in the fierce competition,commercial banks must improve their service quality and efficiency.At the same time,the bank ‘s service innovation must adapt to the market,to the greatest extent to meet customer demand as the starting point,mining customer needs accurate elements,can avoid detours in the process of service innovation.At present many research and practice of banking service innovation mechanism has the customer experience theory also is perfect,but still need further study to help commercial banks to enhance economic efficiency and improve the quality of service.This paper conducts the research on the service innovation of commercial banks.This study extracts key factors affecting service innovation using literature extraction method and interview method,customer satisfaction index model(CSI)based on the design and implementation of the questionnaire,exploring the internal relationship questionnaire through factor analysis and regression analysis,putting forward the customer experience model of service innovation of commercial banks based on measures.The results show that the effect of the service innovation of commercial banks are divided into service convenience,service culture,product innovation and the image of bank,and it is a positive correlation between these 4 factors and service satisfaction,which is more convenient service innovation,customer experience satisfaction is higher;the service culture is better,the higher the satisfaction of the customer experience;the better product innovation,customer experience satisfaction is higher;the better the image of the bank,the customer experience satisfaction ishigher.The results show that the reliability and validity of the questionnaire is good.