Research On Customer Perceived Service Quality Of Industrial And Commercial Bank Of China Zhengzhou Shangjie Branc

With the rapid development trend of China’s economic development,traditional banks have become a key part of China’s financial market.With the rise of new financial institutions and the entry of foreign banks into China’s market,the competition among banks is intensified.Banks need to change their traditional service concept if they want to maintain a place in the financial industry.As is known to all,customers are the cornerstone for the survival and development of banks and the main source of profits for banks.Therefore,to improve the quality of customer service,narrow the gap between customers’ service perception and service expectation,further improve the quality of service,and enable the banking industry to develop healthily and rapidly.Customer loyalty refers to the degree to which customers are willing to be loyal to the bank’s services.The higher the customer loyalty,the higher the profit income the bank can obtain with the lower cost.As the types of inter-bank financial products and services tend to be homogenized,improving service quality,reducing customer churn rate and increasing customer loyalty have gradually become the main way for commercial banks to enhance their competitiveness.As the top of the four state-owned banks in China,ICBC must attach importance to and strengthen the improvement of customer perception of service quality if it wants to develop and grow in the fierce financial market.This article took to the streets to industrial and commercial bank of Zhengzhou branch as the research object,through to the perceived service quality connotation to explore,and combining the RATER theory model of service quality measurement and the theory of service quality improvement 5GAP model,collected through literature,questionnaire survey,field interviews,took to the streets to the industrial and commercial bank of Zhengzhou branch of customer perceived service quality were studied.Combined with the unique characteristics of bank service itself,this paper uses RATER model of service quality level measurement to construct a reasonable index system for evaluating service quality.Through the sorting and analysis of the questionnaire,we find out the actual gap in the tangible,reliability,responsiveness,assurance and empathy of the service quality of Zhengzhou Street Branch of ICBC.Proposed multi-channel research customer demand,strengthen information feedback,strengthening the management of employees and the vertical communication,clear and detailed customer service quality standards,strengthen the supervision of the quality of service,strengthening the staff’s service consciousness,strengthen the quality of employees training,fulfill its banking service commitments,strengthen the communication between internal departments,10 improvement measures such as establishing good enterprise image.Thesis research,not only to the industrial and commercial bank of Zhengzhou street branch of improving customer perceived service quality has practical guiding significance,at the same time to form conforms to our country state-owned commercial bank service quality improvement and development of the service management model to provide certain theoretical basis,in order to further implement the state-owned commercial bank branch transformation and upgrading of services,and provides a certain reference significance.