Research On The Strategies For Improving The Retail Business Services Quality Of Agricultural Bank Of China Hunan Branch Operating Dept

It has been proved that service improvement is essential to the success of those top retail banks in the world.Similarly,the service improvement in retail business will address positive significance for the Agricultural Bank of China Hunan Branch Operating Dept(hereafter referred to as "the Operating Department")with respect to the growth of market share of the retail banking business,the establishment of long-term customer relations and achievement of competitive advantage.In chapter 1 the theory of service quality and the associated application researches on the retail banking business are studied and reviewed to extract the critical support theories and measuring tools to form the basis for the subsequent investigations and surveys.In Chapter 2 the inner and external urge and pressure to which the Operating Department is faced is analyzed.Through intra-industry comparison along with the consideration of the characteristic of product homogeneity in the service industry and customer requirements,the fact that service quality has become one of the key factors that restrict the development of retail business is revealed and the resultant necessity,feasibility and urgency for improving service quality in retail business is stated.In Chapter 3 the service quality is quantitatively analyzed to be used in the judgment and evaluation of the service quality through mathematic model,where a modified SERVPERF metrics is used to measure the actual opinions and the expectations of the customers to the Operating Department with the difference between them analyzed to indicate the direction of service improvement.In Chapter 4,based on the actual condition of the Operating Department,the specific strategies of service improvement are discussed with respect to aspects such as executive management and marketing concept,service process system,human resource management system and marketing strategy system.In the text the inner and external environment of Agricultural Bank of China-Hunan Branch Operating Dept is analyzed to reveal the significance,feasibility and urgency of service improvement with the service quality of other competitors evaluated.A modified SERVPERF metrics is used to evaluate the actual service quality of the Operating Department and the issues of management problems,and the process management is also introduced in the text.Based on the researches of innovative service of financial enterprises,the detailed strategies and approaches for the Operating Department to improve the service quality in the retail banking business are proposed.The author believes these will provide helpful suggestions and directions to the service improvement of the Operating Department as well as provide inspiration to other branches of the Agricultural Bank of China within Hunan Province.