Research On Middle And High-end Customer Satisfaction Of Bank Of China A County Subbranch

With the development of the economy,residents have higher and higher expectations for services provided by financial institutions.Faced with the dual competition between Internet financial institutions and offline financial institutions,products and services exert a crucial impact on customer satisfaction.Bank of China A branch,rotted in A county for many years,has not optimistic development situation in terms of its contribution within the system or its market share in A county.Recently,the internal assessment enhances the assessment efforts of the customer quality.In the face of the severe internal assessment and fierce external competition,Bank of China A branch promotes business development through breakthroughs in improving the customer satisfaction of medium and high customers.The research objects are medium and high customers of Bank of China A branch.Taking problem-solving as the guide,the author uses 4Cs marketing theory to analyze the factors that affect the customer satisfaction of medium and high customers of Bank of China A branch,constructing a evaluation index system about the customer satisfaction of medium and high customers.Furthermore,the study uses market research to evaluate customer satisfaction,building models of important factors from the weight and score of single indicators.Using the software of SPSS and yaahp to measure various indicators,the author gets the countermeasures and suggestions for improving the customer satisfaction of medium and high customers.Using literature research method,interviews,questionnaires and data analysis method and combining theory with practice,the author makes the research process and conclusion have both theoretical and practical significance.