Research On The Influencing Factors And Optimization Of Personal Finance Service In Jinan QL Bank

In the process of developing personal financial services in most banks,there is a general lack of prior analysis of residents’ financial needs,and later business services can not keep up with the needs of customers.In addition,the residents’ cognition of personal financial services makes it difficult for customers to accept the personal property and the quality of service provided by financial managers.Therefore,this thesis takes QL bank as the research object to optimize its personal financial service.In the process of optimization,analyze the influencing factors of personal financial services and improve their personal financial services.First of all,this thesis analyzed the current situation and the problems encountered in the development of personal financial services of QL bank.Next,from three aspects of individuals,families and banks,the paper identifies the specific influencing factors of QL Bank’s personal financial management business,and then refers to and draws lessons from the previous research results on the influencing factors of bank’s personal financial management business,designs the questionnaire of influencing factors of Jinan Bank’s personal financial management business,and adopts online method.A total of 1000 questionnaires issued on site.Finally,SPSS tool is used to analyze the impact of individuals,families and banks on the personal financial services of QL Bank.Statistical analysis shows that gender,educational background,risk tolerance,knowledge of financial products,willingness to accept financial products recommendation,and the proportion of investment available in family income have significant effects,while marital status,family debts or loans,relatives and friends recommendation,and financial products experience havesignificant effects.History income,product transaction cost,number and convenience of bank network,bank brand and strength,and staff’s service attitude have no significant impact on personal financial management business of Jinan Bank.Finally,the paper puts forward countermeasures and suggestions for QL bank to develop personal financial services.Finally,the promotion countermeasures are put forward for the practical problems of QL bank’s development of personal financial services.The first is to optimize the types of personal financial products,the second is to expand the market scope of personal financial services,the third is to improve the comprehensive quality of bank staff,and the fourth is to strengthen the cultivation of personal financial knowledge of Jinan residents.