Research On The Service Quality Of The Business Department Of Agricultural Bank D County Sub-branch

In recent years,China’s financial market has been turbulent,foreign banks have flooded in,joint-stock commercial banks have risen rapidly,and the products of the same industry have little differentiation.Under this special economic background,the competition of the banking industry has become increasingly fierce.As one of the four major state-owned commercial banks,the advantages of Agricultural Bank of China are gradually weakening.Although the business of D County Branch occupies a larger market share in the county-level region,there is still a big gap compared with the other three state-owned commercial banks.D County Branch of Agricultural Bank often draws lessons from the service quality management methods of CCB and ICBC,but lacks innovation and can not keep pace with the times,which leads to the low experience of customer service and high customer complaint rate,and the loss of VIP customers is serious.If this phenomenon continues,it will inevitably affect the brand image of ABC,and then reduce its core competitiveness.As a platform for serving customers,the service quality of bank outlets directly affects customer satisfaction and loyalty.To sum up,how to improve the service awareness and quality of banks has become a magic weapon for competing for customer resources,and also a sharp tool for breaking through the bottleneck of development of D County Branch.In this paper,the author uses work convenience to understand the gap between service perception and service expectation of different customer groups in the department,and then puts forward suggestions to improve service to attract potential customers.In view of the actual needs of the work,this article objectively investigates the service quality of the business department of D County Branch of Agricultural Bank,which further puts forward strategies for improving the service quality on this basis.This paper which takes the business department of D County Branch of Agricultural Bank of China as the research object,explores the current situation and reform and innovation of the service quality of commercial bank outlets.Firstly,this paper analyses the concept and general situation of the service quality of the point,then designs the questionnaire with the help of SERVQUAL model evaluation index,uses the method of questionnaire investigation and interview to analyze and summarize the factors affecting the customer service experience,then uses 5GAP model to analyze the gap between customer expectation and actual perception,and finally puts forward a targeted solution based on the service quality gap model and suggestions for closing the gap.