Customer Satisfaction Survey Of Sunflower Card Business Of China Merchants Bank A Branch

Facing the increasingly competitive environment,the importance of customer satisfaction management in commercial banks is becoming increasingly prominent.Banks need to get rid of outdated ideas and measures to improve their competitiveness by improving customer satisfaction.Therefore,researching the influencing factors of customer satisfaction of commercial banks and putting forward countermeasures and suggestions to improve customer satisfaction can achieve the purpose of cultivating loyal customers,improving the profitability and sustainable development of commercial banks.The bank's research on customer satisfaction not only helps to spend less capital and time to understand the market demand,but also facilitates the research and development of new products.It is also very beneficial for retaining old customers and developing new customers,so it can be better than competitors.To meet the needs of customers more efficiently,and to give customers a strong sense of belonging,and ultimately to obtain higher customer loyalty,thereby promoting the maximization of bank value.In this paper,the Sunflower card business of A branch of China Merchants Bank is used as the analysis object,and its research methods such as literature research method,questionnaire survey method and field survey method are used to investigate its customer satisfaction and analyze the reasons for the low customer satisfaction.Combined with the actual situation of the bank,put forward several countermeasures to improve customer satisfaction.This research is divided into the following parts: The first part is the introduction,which mainly introduces the research background,significance,research ideas and innovations of the paper.The second part is the relevant overview of commercial banking business and customer satisfaction.It mainly defines the types of commercial banking business and the concept of customer satisfaction,analyzes the factors that affect the commercial banking business service satisfaction,and lays the foundation for the research.The theoretical basis;the third part is the satisfaction survey of the Sunflower card business of the A branch of China Merchants Bank.First,the customer's basic situation is described statistically,and then the satisfaction measurement formula is used to measure the indicators of each dimension of the Sunflower card customer satisfaction of A branch Calculate and analyze it in detail in conjunction with the relevant content of service quality;The fourth part is the performance and reasons of the low satisfaction of the Sunflower Card business of China Merchants Bank A Branch,first point out the performance of low customer satisfaction,and then analyze the reasons;The fifth part is measures to improve customer satisfaction of the Sunflower card business of A branch of China Merchants Bank.It mainly includes optimizing the internal and external environment of the business hall,enhancing business capabilities,improving service capabilities,improving service efficiency,rationalizing service hours,and improving related guarantee measures.Aspects to improve.It is hoped that the research in this article can provide certain reference and countermeasures for improving the satisfaction of Sunflower card business services of China Merchants Bank A Branch.