Countermeasure Research On Service Quality Improvement Of Xicheng Branch Of Construction Bank

Since the reform and opening up,China’s market economy has grown rapidly,and the development of China’s banking industry has also flourished.The Nineteenth National Congress pointed out that China’s banking industry has changed from a high-speed growth stage to a high-quality development stage.This not only puts forward new requirements for the economic development of the banking industry in the new era,but also brings new opportunities for the development of the banking industry.At present,no matter state-owned commercial banks,joint-stock commercial banks or local city commercial banks,although the names of financial products launched by each bank are different,the types of business are much the same,the phenomenon of homogeneity is serious,and there is a lack of innovation.At the same time,Internet Finance challenges the traditional financial industry with its unique business model and value creation.In the face of fierce market competition,banks,as a service industry,should not only continuously introduce various new financial products to attract customers,but also see the importance of improving the service quality of bank outlets,which provide customers with efficient,fast and humanized clothing.The main position of business,showing the corporate image of banks,disseminating the corporate culture of banks,by providing customers with better service,can stand out in the major banks.Therefore,commercial banks pay more and more attention to the evaluation and management of service level of business outlets,trying to enhance their overall competitiveness by improving service attitude,optimizing service quality,improving service efficiency,enhancing social visibility and recognition.This paper introduces the theory of service quality gap model and SERVQUAL scale,and makes an empirical study on the business outlets of Xicheng Branch of China Construction Bank.It evaluates and analyses the service quality with SERVQUAL scale.Based on the evaluation and analysis results,it puts forward the countermeasures to improve the service quality of Xicheng Branch of China Construction Bank,and then improves its core competitiveness.