Service Quality Improvement Of Sifang Branch Of Bank Of Communications Based On Kano-QFD Mode

The development of digitalization and information technology has fueled the growth of Internet finance and has impacted the traditional banking industry.The banking industry is facing higher customer service requirements and more severe competitive pressure.As an important financing channel serving real enterprises,banks play an indispensable role in the real economy by providing not only necessary financial support in financing,but also numerous services such as financial management and risk management for enterprises.The banking industry has to get rid of the traditional shackles by the power of the Internet and provide richer service items and broader service channels.How to improve service quality has become a core issue for the banking industry to build comprehensive competitiveness.Based on the combing of bank service quality related research,the paper systematically researches the service quality design and improvement of the Sifang Sub-branch of Bank of Communications in Qingdao,taking into account the current service environment of banks,starting from service design and service quality.The paper explores the theory and method of bank service quality design and improvement integrating the quantitative Kano model and QFD,which realizes the matching of customer needs with bank service system design and provides a decision basis for bank service quality planning and improvement.The main work accomplished in this paper is divided into the following three aspects:(1)Establishing a service quality evaluation system suitable for the actual situation of Bank of Communications.Using the five dimensions in SERVQUAL index system as the basic framework and combining with customer needs,the bank service quality evaluation system adapted to the current service environment is constructed and applied to the Kano model,which provides a theoretical basis for bank service quality improvement.(2)Construct a QFD model with higher accuracy by refining semantic processing.The survey questionnaire is designed using the Kano model,using twotuple linguistic and fuzzy set theory to maximize the retention of semantic information.The accuracy of the QFD model is significantly improved by introducing semantic processing and computational methods.(3)The process and steps of bank service quality planning and quality improvement were summarized.The feasibility and validity of integrating the quantitative Kano-QFD model are verified by following the above process and steps through various semantic processing and computational analysis with the case study of Sifang Branch of Bank of Communications in Qingdao.At the end of the paper,the specific research results and the conclusions drawn for the theory and application are summarized,and the limitations of the paper’s research are analyzed to point out the direction for future in-depth research work.