Research On Customer Waiting Tolerance And Coping Strategies In Bank A Branches

With China becoming a member of WTO,the entry of foreign banks makes domestic banking competition more intense.The fact that customer satisfaction is generally low,including four big state-owned banks,has become an undisputable fact 1.Customer is the most important factor for commercial banks to seek competitive advantage.However,the quality of service and customer satisfaction determine the customer's retention.Physical outlets banks is the main channel for customer service,but with the growing financial needs of customers,the resulting complex business and bank outlets increased traffic caused by queuing by complaining more and more customers,A bank outlets are also facing a similar situation,so that customers and a large number of frequent complaints wait for the loss,in whatever circumstances,the problems that customers don't wait for love,let the customer waiting for a long time will lead to a decline in satisfaction and loyalty 2.At the same time,excessive tiredness and complaints have made bank workers mentally ill and even difficult to manage.How to find a balance point to make a balance between the bank's service ability and customer waiting tolerance,properly handle the relationship between customers,employees and decision makers,and maximize the profit of A bank nodes is the purpose of this paper.From a customer's point of view,the bank,only to fully understand the psychological demands of the customer,can truly achieve the goal.Because the basis of using psychological cognitive theory is mainly:customer management mainly through their own knowledge to determine the satisfaction of the level of banking services.In other words,no matter how much the waiting time is,the bank will not be negative when the customer thinks it is acceptable.Therefore,the analysis of customer psychology,in the process of waiting in the queue,the article,can improve the customer loyalty to the bank.At the same time,compared with the traditional way,the management method of psychological cognition is lower and easy to implement.Then the bank management point of view,if you want to reduce overcrowding,or increase the number of employees,or increase the self-service equipment,but these will inevitably lead to cost growth,even at some point there will be idle and waste of resources but if layoffs or reduced service equipment,and will cause longer waiting for customers queuing.Therefore,it is of great significance to deal with the problems between the queuing of bank customers and the cost management of the bank.In terms of customer queuing time,there are two dimensions for the research reference,namely,the actual waiting time and the perceived waiting time.If you want to increase the customer's satisfaction with the bank,the most direct way is to shorten the waiting time.The resulting waiting time tolerance includes the shortest and the longest two boundary waiting time of customer psychological expectation.The longest waiting time of customer psychological anticipation is the waiting time baseline that customers can accept.First,the actual management work,in addition to the use of physical measures to shorten the waiting time of customers,management method can also use the psychological cognition enables customers to reduce the perceived waiting time,and then take some corresponding measures of service node,each other through two ways,can achieve the customer waiting process of pleasure and comfort objective.Under such a severe situation of queuing problem,this paper starts from the research of bank customers' waiting tolerance,and then aims to improve customer satisfaction.Based on the related theories,this paper explains the basic meaning of customer queuing tolerance and the related objects and influencing factors of customer queuing waiting tolerance."Customer queuing tolerance" refers to the fact that customers are constantly waiting for a negative emotion during the process of queuing up due to objective conditions or subjective factors,until the time when negative emotions accumulate slowly until they lose patience.The waiting time of customers and their negative emotions have positive correlation,and negative emotion and queuing is negatively related to tolerance,for such phenomena,the author on the basis of investigation and research made a number of A bank branches of the corresponding improvement strategy.Based on the author's actual work experience,this paper analyzes the customer queuing problem of A bank outlets of the author's office,and puts forward a series of more extensive and feasible improvement strategies.Based on relevant combination of service marketing and management theory,first reviews the domestic and foreign scholars in the bank customer queuing problems leads to tolerance and satisfaction and other aspects,analyzes the status quo of A and shadow banking outlets customer queuing problems of the ring,on the basis of this,the construction of A bank customer waiting tolerance index system,aiming at the problem of the research and design the questionnaire of customer survey,and the survey data by descriptive statistics analysis,finally,according to the research results,the paper analyzes the influencing factors,summarizes some solutions to solve the problem of A bank outlets queuing problem,improve bank customer waiting tolerance has reached the purpose of improving satisfaction.