Research On Improving The Service Quality Of China Construction Bank Liaoning Branch

With our country entry into a new stage of comprehensive deepening reform,economic is growing up and the structural adjustment is upgrading,the domestic financial market has profound changed.As the overseas banks and the international capital flow to our country constantly,their financial products,marketing method and customer-focus service have brought more and more opportunities and challenges to the development for domestic bank industry.The reform of domestic interest rates narrows the lending rate,which put more pressures to the domestic banks.What's more,the Internet financial derivatives defeat the traditional greedy inhibition deposits and customer resources.As the result,the monopolistic advantage of domestic commercial banks has not existed.Financial products at home and abroad are gradually homogeneous,and the competitive advantage strategy relying solely on the product has lost its effectiveness,so the high quality services and loyal customers are the core resources of bank development.The most important thing CCB has to face is how to use better service to retain existing customers,attract new customers,achieve comprehensive utilization of resources and mine the comprehensive development of customers and customer value.Based on previous studies,this paper uses 362 samples of the CCB's customers as the research object.The service quality status of CCB has been shown by using statistical analysis software SPSS 19.0 for the public and the private business.It analyzes the differences of service quality on differences demographic variables of the private and enterprises business.As the same time,the paper uses correlation analysis and regression analysis to test the relationship between service quality and customer loyalty.Based on the research result,it makes suggestions to improve the quality service of China Construction bank.This paper tries to break the limitations that most of the existing research only focuses on the personal service quality.While this paper focuses on personal customers and enterprises on the same time,and aims at the relationship between service quality and loyalty in order to improve the service quality and customer loyalty,improve the utilization efficiency of network resources and provide a theoretical guidance to enhance customer service capabilities and overall competitiveness.