Research On The Service Quality Improvement Strategies Of The Branches Of A Rural Commercial Bank

In recent years,with the rapid development of finance,and the changing of products,skills,services and channels,the banking financial institutions are facing enormous challenges and competitive pressures.Banks have to shift from positive service models to active service models.Customer resources have become an important strategic resource in banks.Under the background of the serious homogeneity of products and the increasing demand for differentiated services of customers,the quality of service has become the key factor that affects customers' choice.Therefore,the improvement of service quality has become an important issue for banks.As a rural commercial bank,the traditional regional advantages of A Rural Commercial Bank are being replaced by the high-quality products and services of many other financial institutions.If A Rural Commercial Bank does not actively adjust its thinking process to provide customer-centric services,it will not effectively attract new customers,at the same time;the original customer resources will continue to lose.To sum up,the improvement of service quality is imperative.This study starts with the basic business situation,the types of customers and the current service mode of A Rural Commercial Bank.The study explores the existing problems and analyses the main factors that affect the service quality through literature research,questionnaire survey,random interview and empirical analysis.Referring to the SERVQUAL service quality evaluation model and the five dimensions of tangibility,reliability,responsiveness,assurance and empathy,the writer designs a questionnaire for the service quality evaluation of A Rural Commercial Bank in this paper.The questionnaire contains 18 questions in five categories: service facilities and environment,service convenience,service awareness,service capability and humanized service.The questionnaire aims at analyzing customer's expectations and perceptions of branches' services.Through the quantitative analysis of the valid questionnaires,the author finds the basic situation of customers.Through the correlation analysis of five dimensions and the overall satisfaction,this paper concludes that the satisfaction of each dimension has an impact on the overall satisfaction.Through regression analysis,this paper concludes that service convenience,service awareness,service capability and humanized service have significant positive effects on customer satisfaction.Based on above qualitative and quantitative analysis,the writer draws the following conclusions.Firstly,as the customers of A Rural Commercial Bank are mainly 30-45 years old,the service providers should pay more attention to the customers' characteristics and demands.Secondly,as the customers are not satisfied with service facilities and environment,service convenience,service awareness,service ability or humanized service,the service providers should improve the overall service quality.Thirdly,the customers of A Rural Commercial Bank has paid more attention to service convenience,service awareness,service ability and humanized service content,but the service providers do not meet the customers' expectations.Fourthly,in addition to establishing more specific standards,managers should also establish more effective service quality evaluation mechanism to effectively motivate and restrict the service providers.In view of the conclusions drawn from the above studies,the service problems of the branches of A Rural Commercial Bank are summarized,and this paper puts forwards the following measures: firstly,improve staffs' comprehensive service quality;secondly,standardize the service process;thirdly,optimize branches' service environment;fourthly,provide value-added services.At the same time,this study puts forward some specific strategies to improve the service quality and maintain the customers of the branches of A Rural Commercial Bank.