Research On Management By Objectives (MBO) Of The Bank Customer Experience Improvement Project

With the rapid development of experience economy,the banking industry has begun to change from business oriented to customer oriented.Commercial banks have carried out customer experience improvement projects to improve the quality of customer experience,and then achieve the growth of business performance.In the past three years,with the impact of the "COVID-19" and the impact of the digital transformation of banks,the online service channels and offline service channels of banks have gradually begun to be complementary and integrated.However,for customer experience improvement projects,commercial banks often lack a systematic and quantitative management by objectives thinking.Specifically,lack of understanding of the differences between different service channels in the process of customer experience management;lack of quantitative recognition of the impact mechanism of customer experience quality;lack of means and methods to effectively improve the quality of customer experience.In view of the above problems,this paper aims to JS bank SC branch customer group as a research object,using the questionnaire survey of the factors affecting the quality of customer experience and the customer experience quality of influence mechanism,so as to build a scientific and reasonable bank customer experience to improve the project target management system.Based on the customer experience quality model,this paper models the factors affecting the quality of customer experience from three dimensions: service,environment and customer.Through the survey,518 valid questionnaires were collected,and the corresponding empirical studies were carried out after the structural equation modeling using SPSS software.The research results show that service quality and environment have a positive impact on the bank;customer expectation has a negative impact on the experience quality,while customer experience has a positive impact on the experience quality;compared,customer expectation and customer experience of offline channels have no significant impact on customer experience quality;meanwhile,service quality and customer experience have different effects on customer experience quality under different channels.The research results show that service quality and environment have a positive impact on the bank;customer expectation has a negative impact on the experience quality,while customer experience has a positive impact on the experience quality;compared,customer expectation and customer experience of offline channels have no significant impact on customer experience quality;meanwhile,service quality and customer experience have different effects on customer experience quality under different channels.Based on the empirical research results,this paper gives corresponding suggestions on the perfect customer experience improvement project target management system for commercial banks.