Research On Customer Service Satisfaction Improvement Of Institutional Customers In L Branch Of ICBC

As the main force of institutional customer service,ICBC adheres to the inheritance of the red gene.In the face of fierce competition in the industry,ICBC strives to do a good job in various financial guarantees in the process of regional sustainable development by constantly expanding the service scope,deepening the service level,optimizing the service system and improving the emergency guarantee.Since the 18 th National Congress of the Communist Party of China,the financial model of institutional clients has undergone unprecedented changes in accordance with the relevant requirements of institutional reform.This is an unprecedented challenge for ICBC.On the one hand,this reform will bring tremendous changes to the financial needs of institutional customers,and the traditional service barriers may be broken.On the other hand,this reform will bring enormous pressure and challenge to industrial and Commercial Bank of China.Over the years,the L Branch of ICBC,as the key bank serving institutional customers in Gansu Province,has implemented the relevant requirements of the headquarters,provincial and municipal branches on institutional customer service,and done a good job in ensuring financial services for institutional customers.However,in the period of deepening financial reform of institutional customers,facing fierce industry competition,how to meet the new demand for financial services of institutional customers and further stabilize and improve the market share of the industry will be a huge challenge facing L branch in the next few years.Based on the research theories,evaluation models and marketing profiles of institutional customers at home and abroad,this paper firstly analyzes the existing problems and causes in the institutional customer service of ICBC L Branch from seven aspects: service,pricing,tangible display,service channels,business publicity,personnel and system management.Then,based on the SERVQUAL model,the service quality evaluation system of commercial banks and the current situation of institutional customer service,through summarizing and summarizing the results of292 questionnaires and customer interviews,the paper designs the improvement plan of institutional customer satisfaction of ICBC L branch.The specific plan is as follows: improve the service personnel ability of the branch,improve the pricing plan of the institutional business,optimize the service structure of the exclusive products of the institutional customers,strengthen the institutional business process and information management,improve the publicity of the featured institutional business,expand the featured marketing system,and strengthen the service brand image building.Finally,in order to ensure the smooth implementation of the plan to improve customer satisfaction of L branch,relevant safeguard measures are proposed from the aspects of security,personnel,science and technology,and finance to ensure the implementation of the plan.This paper combines theory with practice and comes up with an improvement plan through the analysis of the actual survey results.In the process of financial reform,it has certain guiding significance for the L branch of ICBC to improve the satisfaction of institutional customers,stabilize and improve the market share.