Service Marketing Improvement Of Y Branch Of A City Commercial Bank Strategy Research

With the intensification of Internet financial disintermediation and the complex changes in the international situation,the opening of the domestic financial industry has been continuously improved,which has brought huge impacts and challenges to the retail business of the original physical outlets of banks.In order to reduce the consumption of capital as much as possible,the banking industry has developed from heavy assets and capital to light assets and capital light in the past,and then pays more attention to the level of service marketing as its core competitiveness,and researches and improves service marketing strategies on this basis.,invest more service marketing skills to improve customer satisfaction,so as to steadily improve the service marketing quality of the bank’s physical outlets.This paper takes Y branch of a city commercial bank as the research object,analyzes its development,customer situation and business environment,expounds its organizational structure and team division,and establishes job responsibilities.Taking the outlet theory,service marketing theory and service marketing quality as the theoretical basis,taking the 7PS service marketing model as the research framework of this paper,it analyzes the interaction mechanism of each factor.According to the service marketing situation of a city commercial bank’s Y branch,a questionnaire was designed to investigate the customer’s satisfaction with the service and marketing quality of the branch.At the same time,the regression analysis model was used to confirm the influencing factors of the service and marketing quality of a city commercial bank’s Y branch.Depends on product,price,channel,promotion,people,physical display,process and 7PS service marketing mix.First,branch Y of a city commercial bank has just undergone transformation and upgrading and software and hardware updates.The development momentum has been strong in the past three years,but it still has the possibility of improvement in some aspects,and there is still room for improvement in the service and marketing capabilities of the branch.Seven factors such as product,price,channel and the overall combination of 7PS will affect customers’ evaluation of service marketing quality to varying degrees.Second,the customer’s evaluation of the service marketing quality of a city commercial bank’s Y branch largely depends on the process,tangible display,and channel factors.Thirdly,it gives comprehensive strategic suggestions for improving and improving the service marketing level of Y outlets from seven aspects including products,prices and channels.