Study On Evaluation Index System Of High Net Value Customer Service Quality

During the great development of reform and opening up in the past 40 years,China's economy has maintained rapid development,which has become a bright spot in the world economic pattern.Residents' wealth has also increased rapidly,as can be seen from the rare "ten thousand households" in the past to the millions or even tens of millions of changes in a common house today.The accumulation of wealth will inevitably open up the asset level of individual customers in banks.The needs of different asset level customers are quite different.This puts forward new requirements for banks in terms of customer marketing services.The standardized services of one thousand people can hardly adapt to the changes of customers and markets,but at the same time,it also provides banks with more,more complex and valuable business opportunities.Inter-bank competition pattern will also be broken with changes in the market.Since 2007,China's high net worth customers have been affected by the global financial crisis to varying degrees.For the first time,China's high net worth customers began to pay attention to the importance of diversification,integration and personalized services in the baptism of the crisis.Taking this as an opportunity,since the beginning of the Bank of China,China's private banking business has been rising and showing a rapid upward trend in various financial institutions.In this paper,ICBC,which has the largest scale of customer asset management with high net value,is taken as the research object to carry out the research of service quality evaluation system.Through open group interviews,the perception of high net value customer service quality was recorded,and the dimension of service quality evaluation was refined by content analysis.In the measurement and verification of the scale,the mature theories of service quality and satisfaction at home and abroad are used for reference and introduced into the research of high net value customer service quality.The transcendental theories of customer service quality,customer satisfaction,customer trust and customer loyalty in private banking are tested.The main research contents are as follows:Firstly,the current status and stage of domestic banking and private banking are analyzed,and the research contents and methods are put forward around the problems that need to be studied,so as to clarify the innovation and shortcomings of this paper.Secondly,it combs the theoretical background of related advance research,collates and studies the concept of service quality,the system of service quality and the evaluation system of bank service quality,and finds out the deficiencies of this research on the basis of the contribution of previous scholars.Thirdly,open group interviews and large sample questionnaires are used to develop a high net value customer service quality evaluation system.Based on content analysis,six groups of open group interviews were coded step by step to refine the evaluation dimension.Based on SPSS and AMOS statistical analysis software,300 valid questionnaires covering all 36 provincial branches of ICBC's private banking business were used to purify and confirm the dimension structure of the high net value customer service quality evaluation system.Finally,this paper summarizes the conclusions and theoretical contributions of this study,and puts forward practical enlightenment combined with work practice and tested evaluation system,pointing out the limitations of this study and future research directions.