Research On The Evaluation And Improvement Of Retail Customer Satisfaction Of Xiamen Rural Commercial Bank

In recent years,more and more commercial banks in China conduct service quality inspection internally or through third parties in order to improve service quality.Commercial banks have greatly improved both in terms of soft power service level and hardware equipment.The long queues,low professional quality of staff and messy outlets have been greatly improved,and customer satisfaction has also been greatly improved.However,due to the homogeneity of the services provided by commercial banks,which makes it easy to be copied,customer satisfaction of commercial banks has become an important way to distinguish them from competitors and increase customer loyalty.In practice,affecting retail customer satisfaction involves all aspects of retail business,which is a systematic work.This requires us to clearly understand the problems and shortcomings of our retail business.We should design a satisfaction evaluation model based on customer satisfaction and other related theories,and apply scientific evaluation methods to find problems in retail customer satisfaction work of commercial banks,and take targeted measures to improve satisfaction,Finally,it will promote the high-quality development of China’s banks.This paper takes "Research on the Improvement of Retail Customer Satisfaction of Xiamen Rural Commercial Bank" as the research theme.On the basis of the definition of the concept,it explains the research scope of the full text.With the help of customer satisfaction theory,quality management theory and competitiveness theory,it lays a theoretical foundation for the research on retail customer satisfaction of Xiamen Rural Commercial Bank.In the process of writing,first of all,through questionnaire design,questionnaire distribution and statistics,this paper analyzes the current situation of retail customer satisfaction of Xiamen Rural Commercial Bank,and concludes that the main problems in the current retail customer satisfaction of Xiamen Rural Commercial Bank are: unclear understanding of the importance of customers;Insufficient customer support time;The way of customer management to deal with interference and task authorization is relatively simple;Lack of efficient customer management methods and skills.Secondly,after analyzing the reasons for the problems of retail customer satisfaction of Xiamen Rural Commercial Bank,this paper concludes that the reasons for the problems of retail customer satisfaction of Xiamen Rural Commercial Bank are: the service level of retail managers is low;The bank’s support for retail business is insufficient;The efficiency of bank customer management is low;Blind performance concept lowers service quality.Finally,on the basis of the design of the retail customer satisfaction evaluation model of Xiamen Rural Commercial Bank,from the responsiveness level,the security reliability level,the tangibility level and the empathy level,this paper proposes the implementation plan and safeguard m easures of the ret ail customer satisfaction evaluation model of Xiamen Rural Commercial Bank: leaders attach importance to,focus on deploying the task allocation and supervision of various retail indicators,and based on the key areas,make the retail business viable;Perfect organization and customer oriented organization structure,improve the quality of organization operation and decision-making efficiency,transform business processes,and control risks in process control;Staffing:specially allocate satisfaction evaluation professionals for retail business,build a satisfaction evaluation team for retail business,strengthen the training of satisfaction evaluators for retail business,and improve the quality of personnel;Pay attention to service,organize and apply product innovation,and enhance customer experience by improving service efficiency,service level and service quality.