Research On The Customer Satisfaction Evaluation Of The Xiangtan Branch Of The CCB

As a special financial services,the bank plays an intermediary role between the financial demanders.These financial demanders are bank customers,and they are the most important resources of banks.The products and service of the banks have a direct impact on the customer satisfaction,and the customer satisfaction also affects the customer's trust and recognition of the bank.Therefore,in today's highly competitive environment,it is necessary to improve customer satisfaction to make a bank being leading position and competitive.It is a problem that modern banks need to solve effectively and quickly to find out the factors that affect customer satisfaction,and to put forward a set of effective solutions to achieve the effective improvement of customer satisfaction.In order to understand the current situation of customer satisfaction of the Xiangtan Branch of China Construction Bank and find out the key factors that affect the customer satisfaction of the Xiangtan Branch of China Construction Bank,the author investigates and studies the customer satisfaction of the Xiangtan Branch of China Construction Bank through questionnaires and interviews with experts.Through investigation and research,the author gave a detailed understanding of the current situation of customer satisfaction at the Xiangtan Branch of China Construction Bank.After analysis,we found that the four dimensions of environment,service level,professional quality,and flexibility were the impact on the customer satisfaction of the Xiangtan Branch of China Construction Bank.In order to establish a scientific and reasonable customer satisfaction evaluation system for the Xiangtan Branch of China Construction Bank and improve the customer satisfaction of the Xiangtan Branch of China Construction Bank,we combined the actual conditions of the Xiangtan Branch of China Construction Bank,from environment,service level,professional quality,and flexibility to these four Starting from the four dimensions,we use the analytic hierarchy process to derive the importance of the four dimensions and the secondary indicators they contain.Through the fuzzy comprehensive evaluation method,a model suitable for measuring customer satisfaction at the Xiangtan Branch of China Construction Bank was constructed.From this,it was concluded that in the four dimensions affecting the customer satisfaction of the Xiangtan Branch of China Construction Bank,the " flexible " score is the lowest,and it is the most concern and strengthened indicators;"Services" scored the highest,which is the most satisfactory part of the customer.The satisfaction evaluations in the four dimensions all belong to "generally more satisfactory",which proves that the customer generally feels general about the Xiangtan Branch of China Construction Bank and there is still much room for improvement.The empirical results show that the customer satisfaction of the Xiangtan Branch of China Construction Bank reaches 3.670,which is generally satisfactory.Therefore,Xiangtan construction bank is not only necessary,but also has space to further improve customer satisfaction.Xiangtan construction bank need improve customer satisfaction and increase its core competitiveness by reforming and upgrading its business environment,enhancing its service level,cultivating and improving its professional quality,and innovating and developing differentiated services.