Research On Customer Satisfaction Of Individual VIP In Y Branch Of Agricultural Bank Of China

With the vigorous development of the global economy,China’s economy is also developing rapidly in the wave of globalization.The gross domestic product is rising continuously,the national wealth is gathering more and more,and a large number of high-income personnel have emerged.This group of high-income personnel generally have more investable assets,pay close attention to financial information and are keen to invest in various financial products,which can bring stable operating income to major commercial banks and become individual VIP customers of major banks.Compared with ordinary customers,individual VIP customers have become the object of competition among major domestic banks because of their abundant assets,which can create more profits for banks.However,with the rapid development of "internet plus" finance in recent years,domestic commercial banks are facing a huge impact.The application of Internet technology enables customers to handle various businesses through the bank’s handheld mobile terminals without leaving their homes.This brings convenience to customers while also reducing the opportunity for bank staff to contact customers directly,bringing new challenges to commercial banks in maintaining customers.With the fierce competition among major domestic financial institutions,Agricultural Bank of China Branch Y,as one of them,has seen its personal VIP customers’ scale and daily average financial assets decline continuously in recent years,and the overall customer satisfaction is not high.Therefore,how to improve personal VIP customer satisfaction is an arduous and urgent task for commercial banks to survive and develop,and it is also the primary task for banks to continuously develop.If commercial banks want to win the initiative in the market competition,they must provide VIP customers with more humanized services,think about what customers think,worry about what customers are anxious about,solve what customers are confused about,and comprehensively improve the satisfaction of individual VIP customers.This article will take the personal VIP customer of the Y branch of Agricultural Bank of China as the object of study,take the basic concept of customer satisfaction and various customer satisfaction evaluation models as the theoretical basis,make use of relevant theoretical research on customer satisfaction at home and abroad,combine the actual situation of the personal VIP customer of the Y branch of Agricultural Bank of China,through introducing the definition and characteristics of the personal VIP customer of the Y branch of Agricultural Bank of China,deeply analyze the customer service status of the Y branch of Agricultural Bank of China from four aspects of products,services,customercommunication and maintenance.This paper expounds the theoretical and practical significance of studying individual VIP customers in Y branch,converts abstract concepts into data that can be analyzed by means of questionnaire survey,calculates the personal VIP customer satisfaction index of Y branch of Agricultural Bank of China in this paper,and analyzes various evaluation indexes of customer satisfaction.Through data analysis,the main factors that affect the personal VIP customer satisfaction of branch y of ABC are obtained,and the reasons that affect the personal VIP customer satisfaction of branch y are studied in depth,so as to further discuss the strategies for improving the personal VIP customer satisfaction.this is of great significance for improving the comprehensive contribution of personal VIP customers to Y branch,enabling branch y of ABC to expand its market share in the fierce competition,enhancing the competitive position of Y branch in the banking system,and promoting the common development of personal VIP customers and Y branch.