An Empirical Study On The Promotion Of Customer Satisfaction By Community Branch Of Industrial Bank

With the deepening of interest rate marketization and the rapid development of social economy,commercial banks are facing increasing pressure and competition among banks.As a result,community banks in China emerge as the times require.In order to comply with the trend of the times,many domestic commercial banks have adjusted their layout,extended their services to the grass-roots level,set up community branches within or around the community,so that they can directly connect with the community residents,so as to more conveniently handle relevant business for the community residents,and opened up a new road for the development of commercial banks.2013 is the first year of the development of community banks in China.With the approval of CBRC at that time,industrial bank,Minsheng Bank,Shanghai Pudong Development Bank and other commercial banks have set up their own community branches.However,in recent years,the development of community sub branches is not as smooth as expected,many local community sub branches are facing the closure crisis.As we all know,customer satisfaction is the key to the development of the bank,and for small-scale,late start community branch,improving customer satisfaction is a necessary measure to make its healthy development.This paper takes x community branch of Industrial Bank as an example,through the form of questionnaire,to investigate the customer satisfaction of the community branch.Through consulting the related problems of the staff in X community branch of Industrial Bank,and reading the previous studies,the paper finally designed the three-level index questionnaire.279 valid questionnaires were collected,and the data passed the reliability test and validity test.And the descriptive statistical analysis of the questionnaire data,obtained the group characteristics of the community branch customers of Industrial Bank.In order to understand the influencing factors of customer satisfaction of community branch of industrial bank more clearly,this paper uses SPSS software to do binary logistic regression analysis according to the data obtained by questionnaire.The results show that the factors of customer's gender,education background,monthly income and satisfaction scale,such as hall environment,service attitude,waiting time,financial security of products,richness of holding activities and attitude and way to deal with complaints,play a significant role in customer satisfaction.Finally,in order to improve the customer satisfaction of the community branch of Industrial Bank,this paper puts forward the following suggestions based on the data of the questionnaire and the empirical conclusions: accelerate the construction of the bank infrastructure,reduce the waiting time of service;highlight the characteristics of the community branch,provide differentiated services;innovate financial products based on customer orientation,integrate into the community ecosystem;deepen the "customercentered" service Concept;improve the network environment of community sub branch,optimize the network layout;improve the complaint mechanism of community sub branch.