Study On The Improvement Of Bank Outlet Service Quality Of Gansu Branch Of Agricultural Bank Of China

Under the impact of financial innovation wave triggered by emerging technology,it has become a history for banking industry to try to widen the gap with its competitors through products,outlets,popularity and technological advantages.Competition among Chinese commercial banks has gradually expanded from financial product innovation to deepening the connotation of services,and services have become an important element of the marketing mix of financial markets.As one of the four major state-owned commercial banks,Agricultural Bank of China(ABC)has a large scale,many outlets and a complete range of business,but compared with joint-stock commercial banks and private financial institutions,its customer service quality needs to be improved.This paper hopes to find out the causes of the problems through investigation and research,and put forward corresponding service quality improvement programs.Based on the above background of banking research,this paper combs the relevant theories of service quality at home and abroad.Firstly,the SERVQUAL perception scale model is used as the analysis tool.Through the collation and analysis of interviews between front-line employees and customers,Gansu Agricultural Bank’s score is constructed from five dimensions of tangibility,empathy,assurance,responsiveness and reliability(a total of 22 projects).Questionnaire was designed to measure the service quality of employees in network.Through questionnaires,customers’ evaluation of service quality of Agricultural Bank Gansu Branch was obtained.Secondly,the questionnaire was sorted out and analyzed to grasp the specific differences of the impact intensity of 22 items in 5 dimensions on the service quality of the branches of Agricultural Bank of Gansu Branch.Through first-line interviews,surveys and discussions,we can find out the crux and deep-seated reasons for the low scores of various projects.Finally,through the above research,aiming at the problems identified,a systematic and purposeful service quality improvement scheme is proposed.Through the research,it is found that the service level of Gansu Branch of Agricultural Bank of China is higher in the three dimensions of reliability,responsiveness and assurance,which indicates that the bank’s credit,business processing ability and staff quality are relatively perfect;while the scores of empathy and tangibility are low,and the satisfaction of customers is not high.Further improvements are needed.Thus,for Agricultural Bank Gansu Branch,only by transforming customer service from passive maintenance to active service,from multi-person management to dedicated management and control,from decentralized support to centralized support,from unified provisions to targeted comprehensive services,can the service level of the bank be greatly improved,and then the trust of customers be increased and enhanced.Financial market competitiveness,enhance corporate image,improve market share.