Study On Improving Customer Satisfaction Of F Commercial Bank

Because of Economic Globalization and the comprehensive opening of China’s financial market,the banking industry also faces new competition and challenges.Foreign and local commercial banks seized the market quickly.Foreign banks,with advanced management concept,strong strength and high service quality,have occupied a large number of customer resources in China.Local commercial banks also occupied part of customer resources because of their geographical advantages.Under the strong impact of foreign banks and local commercial banks,as well as the change of the role of bank funds from seller to buyer,the state-owned commercial banks were forced to pay attention to customer satisfaction with banking servicesThe thesis was finished under the background of the development of the banking industry,and with the help of author’s professional theories of business administration.The author intended to choose the Improvement the Customer Satisfaction of F Commercial Bank as the research object to start the paper.This thesis was completed with the base on theory and evaluation index system proposed by domestic and foreign scholars.It was also finished by combining with the interview opinions of the managers and some of the staffs and costumers of F commercial bank.The author designed the corresponding questionnaire based on the actual situation of the bank,and used the SPSS and R language software to analyze the collected data,so as to conduct an empirical study,and to find out the influencing factors and existing problems of customer satisfaction of F commercial bank,aiming to propose solutions for them.Through the analysis of the data results,specific implementing strategies are proposed from four aspects,namely,improving the business environment of branches and equipped with complete facilities,strengthening staff management,improving operation efficiency,enhancing the quality of handling customer complaints and carrying out product innovation.The measures taken to improve the staff and service efficiency mainly rely on establishing and improving the staff management mechanism,strengthening the staff’s sense of responsibility,simplifying the operation procedure and distributing resources rationally.There are two main measures to improve the quality of customer complaints.One is to provide multi-channel for complaints and another is to perfect the management system of customer complaints through the establishment of the standing book,and the two-way feedback system between customers and banks.Theimplementation of the points system is also an effective way.In terms of product innovation,it is promoted by replacing homogeneous products with personalized products and expanding bank service channels.The proposal of these measures is intended to perfect and improve the service of F commercial bank,to solve the outstanding problems at present,as well as to construct the long-term working mechanism of the bank,which can comprehensively improve the customer satisfaction of the bank.