Research On Personal Customer Satisfaction In Qingbaijiang Sub-branch Of NS Bank

In recent years,with the rapid economic development,the personal business of commercial banks in my country has encountered many new changes and challenges.On the one hand,affected by the slowdown of macroeconomic growth,in recent years,many large state-owned commercial banks have expanded the development of retail business and put more experience in the marketing,expansion and maintenance of individual customers.This intensifies competition for individual customers.On the other hand,the rapid rise of Internet finance has made the original competition even more intense.Moreover,Internet finance pays more attention to the financial service needs of individual customers,and has a very large competitive advantage in online wealth management and one-stop wealth management services.In terms of payment,a number of payment giants have also continued to expand the market,leaving banks with no more room for development.At the same time,young consumer groups are more dependent on new consumption habits,which has impacted the original marketing model of banks.Therefore,commercial banks must increase their efforts in online expansion and use more resources and energy to create more accurate financial services.In order to actively adapt to the market demand and better help local commercial banks in Sichuan Province to improve their service level,it is necessary to fully understand the overall situation of individual customer satisfaction in Qingbaijiang Sub-branch of NS Bank,and to improve various existing problems.Thesis conducts an in-depth investigation and research on the customer satisfaction of NS Bank Qingbaijiang Sub-branch by means of data review,literature collection,questionnaire survey and other methods.The results show that the current customer satisfaction with the bank in Qingbaijiang branch of NS Bank is at a medium level,and the satisfaction of many customers with the bank is in the "average" or "relatively satisfied" range.They are relatively satisfied with the products and bank image;they are less satisfied with the business outlets and service recovery of NS Bank Qingbaijiang Sub-branch.Customers are satisfied with the quality of product information disclosure of Qingbaijiang Sub-branch,other service fees,the fulfillment of commitments,and the density of outlet layout.satisfaction needs to be improved.Through investigation and analysis,and learning from relevant measures to improve bank customers at home and abroad,the Qingbaijiang Sub-branch of NS Bank has put forward improvement measures such as enriching banking products,speeding up the construction of outlets,and improving service quality and service efficiency.Thesis takes Qingbaijiang Branch of NS Bank as the research object,and conducts a survey on personal customer satisfaction,which can enrich the current research cases of bank personal customer satisfaction and expand related research methods.In terms of practice,Thesis combines the business philosophy and service characteristics of NS Bank to establish an effective satisfaction evaluation system for NS Bank Qingbaijiang Subbranch,and deeply study the deficiencies of Qingbaijiang Sub-branch and NS Bank in personal customer service.While maintaining our own advantages,we will address the problems that need improvement in a targeted manner.At the same time,the evaluation index system of customer service satisfaction of Qingbaijiang Sub-branch of NS Bank established in thesis also provides research ideas for other banks to a certain extent.