Research On Customer Service Satisfaction Of Qinghuangdao Branch Of Construction Bank

With the continuous development of the domestic economy,the growth of personal wealth and the overall opening of the financial market,improving the customer satisfaction to obtain more customer resources has become an important means for China Construction Bank(CCB)Qinhuangdao Branch to gain competitiveness in the customer market.Therefore,the research and analysis on the satisfaction degree of individual customer services of CCB Qinhuangdao Branch is of great practical significance to improve its market competitiveness.This paper takes the American customer satisfaction index model(ACSI)as the index system of this paper,constructs the evaluation system of customer service satisfaction index of Qinhuangdao branch of China Construction Bank,determines the weight value of the first and second level indexes of customer service satisfaction by using the analytic hierarchy process,and evaluates the customer service satisfaction index by using the fuzzy comprehensive evaluation method,so as to find out further Qinhuangdao branch of China Construction Bank has problems in customer service satisfaction,and puts forward relevant measures and plans.This study has reference value for CCB Qinhuangdao Branch in further improving customer satisfaction,increasing customer loyalty and exploring customer value,and it can also provide reference in the customer relationship management for the industry.First of all,the paper summarizes the related theories,including the related concepts of bank customer service,the related theories of customer service satisfaction,and the analytic hierarchy process to evaluate customer satisfaction.Secondly,on the basis of expounding the construction principle of customer service satisfaction index system,the paper constructs customer service satisfaction index system according to the characteristics of banking services,and uses AHP to determine the weight of all levels of indicators,so as to lay the foundation for customer service satisfaction evaluation.Thirdly,through the questionnaire survey method,the customer service satisfaction of Qinhuangdao branch of CCB is empirically investigated,and the relevant analysis data are obtained.The fuzzy comprehensive evaluation method is used to evaluate the customer service satisfaction of Qinhuangdao branch of CCB,so as to get the existing problems in customer service satisfaction of Qinhuangdao branch of CCB.Finally,based on the evaluation of the problems,this paper puts forward relevant measures and plans from six aspects: customer service concept,staff quality,environmental improvement,human resource allocation of outlets,product innovation,customer complaint handling.