| The rapid development of the Internet promote the rise of the digital economy,the digital economy and service economy are constantly converging,in this new situation,the traditional competition can no longer open the gap among bank branches,If bank branch wants to develop better under the new situation,they must improve the quality of service of bank branch vigorously.As the main force of rural financial institutions,The basic situation and customer composition of rural credit cooperatives are different from other banks,and their development are lag behind that of most banks,and there are many problems in service quality of branch.In this paper,the branch of A rural credit Cooperative is analyzed as a case,and through scientific research on its service quality,problems are found and countermeasures are put forward,which is of great practical significance to the improvement of service quality of A rural credit cooperative’s branches.This paper use literature research method,case analysis method,questionnaire survey method,combined with the collection of material and my work experience,and carried out analysis and research on the service of A rural credit cooperative’s network.Firstly,analysis the present situation of A rural credit cooperative from following aspects: customer composition,service environment of branch,the content of the branch services,branch configuration,service quality evaluation method.Then according to the five dimensions of SERVQUAL model to design the questionnaire,and make a study of the service quality from the result of questionnaire.and the following problems were found in the service quality of A rural credit cooperative network from five dimensions of tangibility,reliability,responsiveness,assurance and empathy: The functional area of the branch is chaotic,there is a mismatch between equipment and customer’s needs,the efficiency of the self-service equipment is poor,the customers’ waiting time for business is too long,the personalized service is insufficient,and the staff of the branch is not professional enough.In view of the above problems combined with the actual situation of A rural credit cooperative,feasible solutions and suggestions are put forward from five aspects: dividing the branch function area scientifically,allocating the branch equipment based on customer needs,improving the efficiency of business management,enriching personalized service and improving the professional accomplishment of branch staff comprehensively. |
