Research On The Improvement Of Customer Perceived Service Quality In Urban Branch Of Zhengzhou Bank

Banking digital transformation has become the general trend of the whole industry,banking business from product competition to broaden to the comprehensive competition of "product+service",fin-tech in promoting the transformation and upgrading of banking business,but also open up the vision of customers,improve customers’ requirements for service quality.Service convenience,service response efficiency,personalized service and so on have become customers’ new requirements for banking services and important standards for choosing banking institutions."How to improve customers’ ability to obtain,retain and live customers by improving customers’ satisfaction with service quality" has become the proposition that the whole banking industry pays common attention to.This paper selects the urban branch of Zhengzhou Bank,a local bank in Zhengzhou,as the research object.Starting from the front line of contact with customers,based on the SERVQUAL index model of service quality evaluation,it constructs an index evaluation system including 5 aspects and 22 individual dimensions.It collects data through questionnaires and establishes analysis cases.To evaluate the gap between the expected value and the perceived value of the customer service quality perception of the urban branch of the Bank of Zhengzhou in five aspects such as tangibility,reliability,responsiveness,security and empathy.It reflects the problems of the urban branch of the Bank of Zhengzhou,such as the lack of tangible display in the hall,the lack of service reliability,the obvious gap in the degree of bank service assurance,the efficiency of customer perception response to be improved,and the lack of customer demand response initiative.This paper analyzes the reasons for the gap between the expected value and the perceived value through interviews with the managers of the urban branch and the service staff of the network and customer return visits,and combines the 5GAP model to bridge the gap and puts forward to broaden the channels of customer demand information understanding,improve the feedback efficiency of service opinions and suggestions,improve the internal service evaluation standards,optimize and improve the service process,and improve the staff assessment mechanism.Improve the supervision and incentive mechanism,configure and update self-help equipment,create a good communication environment,establish the "silver customer interaction" communication mechanism suggestions.This paper analyzes the differences,causes and improvement strategies of customers’ perception of service quality in urban branch of Bank of Zhengzhou from the perspective of branch.By clarifying the path to improve the perceived quality of bank service customers,this paper provides reference suggestions for the banking industry to improve customer acquisition ability and establish competitive advantages.In addition,there are relatively few researches on the improvement of banking service quality in China,so this paper has certain theoretical value and practical significance.