Reseach On Service Quality Of Haiyang Road Sub-branch,Bank Of China

In recent years,as an important industry of China's financial industry,banking gradually began to compete and fight with the tide of marketization.The original state-owned banks were in a monopoly position in the industry,but with the development of local commercial banks,small joint-stock banks and the waveform of network financial platform,the market share of state-owned banks has been greatly impacted.Therefore,how to measure the service quality of the bank and enhance the service quality of the bank branch has become especially critical.This article aims at the banking service quality question carries on the theory and the demonstration thorough research.On one hand,through the analysis of the quality of service management of the research object,find out the causes of its problems;On the other hand,it is of great theoretical significance and practical value to establish a new index system to evaluate the service quality of Haiyang Road Sub-branch,Bank of China with servqua-model.Taking Haiyang Road Sub-branch,a branch of Qinhuangdao Branch of Bank of China,as the research object,this paper sets up a questionnaire survey and service quality index system,and puts forward concrete suggestions according to the results of the data.First of all,this article describes the research background and significance of banking service quality,and determines the research methods combined with the domestic and foreign research status,then clarifies the main problems and research methods.Secondly,this article introduces the relevant theory and model of quality of service,and extracts the classic quality of service servqua-model,which needs to be quoted in this paper.Thirdly,this paper introduces the current situation and problems of service quality management of Haiyang Road Sub-branch,and combines with the actual situation of Haiyang Road Sub-branch,establishes the quality of Service Index system for it,and designs a questionnaire to prove it.The quality of service system designed in this paper involves three-level index,among which the third-level index is the specific question ofthe questionnaire.This article describes the basic situation of customers and the statistical explanation of the scores of each question,then proves the validity of the index by exploring factor analysis,and gets the concrete situation of service quality of each dimension through the difference analysis.Finally,according to the analysis of the quality of service management of Haiyang Road Sub-branch and the difference between the reasons and the index scores,this article makes some reasonable suggestions for Haiyang Road Sub-branch,and provides a good reference for the research object from the aspects of concrete measures and system guarantee.Hoped that through the research,this article can effectively improve the customer service quality of the Haiyang Road Sub-branch,Bank of China,so as to enhance the market competitiveness of the branch and enhance the economic benefits of the bank.At the same time for other financial institutions customer service quality management also has theoretical reference value.