Research On Customer Satisfaction Optimization Of Online Personal Business Loan Of Huaxing Bank

As a special but key part of China’s banking industry,city commercial banks play a important role in China’s financial system,in especial in the region where it is located.City commercial banks are an important source of financing for local small,medium and micro enterprises(SMEs).For city commercial banks whose capital cost,asset scale,and brand awareness are all inferior to large state-owned joint-stock banks,high-quality SMEs are also their important customer groups.Personal business loan is one of the main financing methods for SMEs,so how to do a good job in personal business loan for SMEs is an important research topic of current city commercial banks.In the context of increasingly fierce competition in the industry and the rapid development of information technology,improving work efficiency,facilitating customer service,enhancing customer satisfaction and improving customer stickiness are the main development direction of personal business loan in the future.More and more banks have realized the online operation of personal loans,which not only meets consumers’ demand for efficiency and convenience of commercial bank loan business,but also helps banks to control human cost.Therefore,it is of theoretical and practical significance to analyze customers’ satisfaction with online personal business loans for city commercial bank to improve personal business loans.On the basis of SERVQUAL theory,combined with the business characteristics of online personal business loans,and referring to previous research literature on the satisfaction of commercial banks,this thesis selected Hua Xing Bank as an example,built the model of influencing factors of customer satisfaction,put forward hypotheses and verified the findings: Firstly,the tangible indicators of the bank’s online personal business loan system positively affect customer satisfaction;Secondly,the reliability of the bank’s online personal business loan positively affects customer satisfaction;Thirdly,the responsiveness of the bank’s online personal business loan positively affects customer satisfaction;Fourthly,the convenience of the bank’s online personal business loan has a positive impact on customer satisfaction;Fifthly,empathy has a positive impact on customer satisfaction;Sixthly,the product economics of banks providing online personal business loans has a positive impact on customer satisfaction.By verifying the influencing factors,this thesis constructed the city commercial bank online personal business loan satisfaction evaluation scale.At the same time,according to the results of the questionnaire survey,it is found that Hua Xing Bank has a weak satisfaction performance in the following four indicators of satisfaction: comprehensive reliability,system convenience,product empathy and product economy.According to the survey results,this paper puts forward four strategies for improving customer satisfaction,including optimizing service system and process,improving service awareness and level,encouraging product innovation,and strengthening institutional guarantee.