Study On Satisfaction Evaluation Of Enterprise Customers In City Commercial Bank

Since the founding of the first city commercial bank in 1995,the Chinese city business bank has been having a history of more than 20 years.By the end of 2016,it has increased to 134 with showing good momentum and vitality.But we should also see that with the entry of Citigroup,HSBC and some other foreign banks,and the development of Internet finance,the competition between banks is intensifying,and the situation for customers is becoming more and more intense.In the customer group of city commercial banks,the enterprise customers are the main customers of their intermediary business and credit business,accounting for 90%.It is very important for city commercial banks to improve the satisfaction level of enterprise customers and improve customer retention rate and loyalty.Therefore,more and more scholars pay attention to the satisfaction of enterprise customers in city commercial banks.This paper studies the subject of city commercial banks’ satisfaction evaluation of enterprise customers through literature research,survey method(questionnaire and field interviews)and case analysis.First of all,through the analysis of the research of customer satisfaction and the status of the commercial banks’ customer satisfaction,this paper puts forward the system of "service ability,team quality,brand impact,risk control,information technology,product power",which is the evaluation index system for satisfaction evaluation of enterprise customers in city commercial banks.Then,according to the evaluation index system,we have designed the satisfaction evaluation scheme of enterprise customer in the city commercial bank.Through on-site interviews and questionnaires,we evaluated the satisfaction degree of 245 banks to public customers in Zhangjiakou city bank.After the end of the evaluation,the results of the satisfaction evaluation of the enterprise customers were improved within the bank through the consensus meeting.Through this study,we think that the index system of "service ability,team quality,brand influence,risk control,information technology,product power" is scientific and operable to evaluate the satisfaction of the enterprise customers in city commercial banks.In addition,the city commercial bank should not only evaluate the satisfaction of the public customers,but also form the closed loop of the evaluation gradually,which include three links: the design of evaluation scheme,the implementation of the evaluation scheme and the improvement of the follow-up consensus.