Research On The Customer Satisfaction Survey Of China Construction Bank A Branch

With the development of market economy,commercial banks which have long ridden the wave of reforms and innovations established their positions,sustaining great responsibilities of driving the development of financial market.After China acceding to the WTO,a large number of foreign banks poured in which brought entirely new ideas and immensely enriched our undiversified financial market from many aspects,namely business pattern,product structure and management concept.The traditional productions and services gradually lost their advantages and customer resources along with the swift development of foreign banks,joint-stock commercial banks,city commercial banks as well as Internet banking.Therefore,an increasing number of commercial banks came to realize that the CRM had already become the optimal path to increase customers' value,improve customers' connection and optimize customers' structure.The research on the Customer Satisfaction,as an important part of customer relationship management,could provide requisite references and ideas to China's commercial banks which chose the ‘customer-centric and market-oriented' development path.This dissertation starts with the study of relevant literatures,selecting China Construction Bank Tang Shan You Tian branch's personal customer as the research object and designing customer satisfaction questionnaires.It emphatically analyses the influence factors and existing problems of A brand through an empirical investigation based on these questionnaires.On this basis,it puts forward specific measures to improve the customer satisfaction.The final conclusion from this dissertation is meaningful for A branch in many respects,for instance,enhancing customers' satisfaction,improving customers' loyalty and exploring customers' value.Furthermore,the same conclusion can also add insights into the relationship management of customers from the interbank market.