Research On The Improvement Of Customer Satisfaction Of Bank A

In recent years,the competition in the domestic financial market has become increasingly fierce.This background has brought challenges to the development of commercial banks,but it has undoubtedly created a series of new opportunities.Customer resources have gradually become the most important resource in the development process of commercial banks.Whether it can maintain good customer resources and continuously improve user satisfaction and customer stickiness is related to the development lifeline of commercial banks to a certain extent.A Bank is a joint-stock commercial bank located in the west of China.After years of development,it has gradually grown and occupied an important position in the banking industry in the region.However,in the process of development,the importance of improving customer satisfaction has been neglected.The staff's understanding of customer satisfaction only stays at the stage of concept and fails.to understand its true connotation,which will lay a huge hidden danger for the long-term development of banks.In this study,this paper will build and improve the customer satisfaction model based on SERVQAL model.This paper studies and explores the tangible,reliability,responsiveness,assurance,empathy and other factors that affect customer satisfaction.Based on the actual situation of A Bank,the relevant indicators are selected quantitatively,and the evaluation model of customer satisfaction is established.Through issuing satisfaction questionnaires,collecting data,using the method of fuzzy comprehensive evaluation to evaluate customer satisfaction of A Bank,the existing problems are analyzed.According to the results of satisfaction evaluation,this paper puts forward some countermeasures to improve the efficiency of business management,provide differentiated services,properly handle customer complaints,and at the same time puts forward safeguard measures from three aspects: system,culture and technology.The results of this study have a guiding role for A Bank to clarify the influencing factors of customer satisfaction and formulate targeted promotion measures.At the same time,it has certain reference significance for other commercial banks' customer management..