A Study On Customer Satisfaction Of XA Branch Of AB Bank

With the rapid development of China's financial industry,the competition among commercial banks is becoming increasingly fierce.Each commercial bank gradually realizes the importance of customer satisfaction to its own development,and begins to take measures to improve customer satisfaction.In order to help XA branch of AB bank find out the key issues affecting customer satisfaction,effectively improve customer satisfaction and enhance its competitive strength,this paper studies the customer satisfaction of XA branch of AB bank.Based on the literature review at home and abroad,this paper uses literature research,system analysis,research and statistical analysis,based on the five dimensions of SERVQUAL model,constructs 29 factors of customer satisfaction evaluation index of XA branch of AB bank,collects data through questionnaire survey,summarizes and analyzes the data,and obtains the key factors affecting customer satisfaction of XA branch of AB bank It should include the types of financial products,service attitude and professional ability of staff,outlet environment and parking service,effectiveness of bank publicity,etc.Based on the Kano model,this paper analyzes and classifies the customer needs of XA branch of AB bank.It is suggested that through the measures of developing diversified financial products,improving the service quality of employees,improving the business environment and facilities,improving the complaint mechanism and strengthening the brand culture publicity,relying on the system guarantee,technical guarantee,facility guarantee and personnel guarantee,the bank can effectively improve customer satisfaction Finally,reduce the customer churn rate and improve the competitiveness.This has certain reference significance for other commercial banks.Due to the limitations of my own knowledge and limited time,the depth and breadth of this study are insufficient,and there are still not comprehensive problems in the process of data analysis.In the future,it will continue to improve in the work and research,further strengthen the investigation and analysis of XA branch of bank AB,and further understand the customer satisfaction problems faced by commercial banks in China.