The Investigation On The Customer Satisfaction Of An Yu Pension Financial Products Of Industrial Bank

As the aging population of China continues to enlarge,the difficulty in providing for the elderly has become a bottleneck that restricts the social development.The continuous expansion of the pension gap makes it difficult to develop the welfare for aging people by relying solely on basic endowment insurance.Such being the case,it is required to develop the elderly care service industry,thereby stimulating new demands for aging finance.Aging finance is a new pattern of security for the aged,which uses financial instruments and technology to provide new pension products and services and effectively increase pension supply.Therefore,the aging finance is gaining more and more attention of people from all walks of life.Under the guidance of national policies,some financial institutions have begun to provide diversified aging financial services and have created many types of aging financial services products.In this regard,the Industrial Bank has always taken the leading position and reflects the general development of the aging finance service provided by China's banking industry.“Enjoyable Life” is the first integrated aging finance service plan launched by the Industrial Bank since 2012.It provides the aged with tailored financial and value-added services,such as customized products,physical and mental health management,insurance protection and legal advising service.Taking the “Enjoyable Life” products as an example and the customers of the Industrial Bank as the research object,this paper not only shows the customers' understanding and satisfaction with the aging finance products of the “Enjoyable Life”series through the questionnaires issued online and offline,but also analyzes some problems of these products in terms of functionality,term structure,profitability,security and gives reasonable suggestions.Apart from the Introduction part,this paper contains another five chapters.The first chapter introduces the connotation and development status of the aging finance and the typical aging finance products of the “Enjoyable Life”series.The second chapter introduces the research process,including designing,issuing and reclaiming the questionnaires.The third chapter analyzes the data from the questionnaires,mainly including the basic information of the research objects and theirsatisfaction with the product's functionality,term structure,profitability and security.The fourth chapter points out some problems of the problems of this series,such as lack of pertinence,insufficiency of term design,and limited channels of capital investment.The fifth chapter gives several suggestions for upgrading the aging finance products from the perspective of the Industrial Bank,including strengthening the pension attributes of the products,designing innovative term structure,developing more channels of capital investment,and providing high-quality products and services.