Research On Service Quality Management Of M Bank Z Branch

With the acceleration of the process of economic globalization and the reform of financial market system,China's financial market is more and more open,and the competition among domestic banks is increasingly fierce.Customer resources are playing an increasingly important role in the competition among banks.Customer demand is increasing,which puts forward higher requirements for the quality of banking services.M Bank Z Branch always takes customer service as the center,in line with the service mode of "changing according to you",providing customers with comprehensive and high-quality service for the purpose of providing customers with the best quality and elegant service.With each bank putting service in the core position,customers' expectations of banking services are increasing,which leads to the gap between customers' expectations and the services provided by banks.In fact,this gap has an important impact on the core competitiveness of banks.Therefore,it is very important to explore the causes of this gap and analyze the underlying logical relationship.This paper studies the service quality evaluation,customer perceived service expectation and service quality improvement at home and abroad,analyses the current situation of service quality management of M Bank Z Branch,understands the gap between customer expectation and bank service quality by means of questionnaire,and analyses the service gap through the service quality gap model,and puts forward corresponding measures to improve service quality and make up for it.Measures for service gap.To solve the problems existing in Z Branch of M Bank,this paper puts forward that we should make a full investigation of service quality,improve service problems to make up for the gap in service perception;establish service values,equip service management specialists to implement management work,formulate network image and staff image behavior norms to reduce the gap in service standards;design service blueprint,establish service orientation,and enhance service management.Personnel management ability,continuous service training and service qualification certification to narrow the gap in service delivery;finally,through the creation of innovative service,according to customer needs to promote service innovation to bridge the gap in service communication.This study has certain reference significance for the improvement of service quality management level of Z Branch of M Bank.