Research On Improvement Of Counter Service Quality Of The Zhongyuan Branch Of ZZ Rural Commercial Bank

The traditional banking services are far from meeting customers’ financial service needs with the rapid innovation of computer information technology,the continuous optimization of artificial intelligence technology,the widespread use of big data analysis,and the promotion and popularization of mobile payment media.The major financial institutions are constantly innovating service concepts,models,and products to achieve the effect of improving the quality of financial services.The ZZ Rural Commercial Bank was established in October 2019 through the merger and restructuring of two rural credit cooperatives that’s againsting the backdrop of significantly improving bank informatization and service quality in commercial banks.The various businesses have achieved certain results after several years of development,but there is still a significant gap in service quality compared to other commercial banks.The innovation of technological strength and the establishment of high-quality service concepts have raised customers’ demands and expectations for the quality of counter services.The commercial banks have shifted from "banks choosing customers" to "customers choosing banks".If the ZZ Rural Commercial Bank wants to establish a foothold in fierce competition,it must improve its service level,expand and retain more customers,and seize market share,Only by improving service quality can we achieve long-term stable and healthy development in competition.This thesis focuses on the behavior of the Zhongyuan Branch of ZZ Rural Commercial Bank,and applies relevant theoretical models such as customer satisfaction theory,servqual service quality evaluation model,and 5-GAP service quality improvement model.Literature research,questionnaire survey,and qualitative and quantitative analysis methods are used to summarize and accept the current development status and service quality status of the counter business of the branch.From the perspectives of tangibility,reliability,responsiveness,assurance,and empathy,a survey questionnaire was distributed to branch customers.Combined with theoretical analysis and research samples,it was found that the problems with the quality of counter service in the branch can be summarized as follows: facilities and equipment cannot meet the customer service needs of counter business,standardized high-quality service processes are not established,financial technology support is not fully utilized,and the professional level of the branch customer service team is weak lack of proactive service awareness in these five aspects.On this basis,the causes of the problems were analyzed,and five improvement strategies were formulated to address the causes,including building an intelligent service hall,optimizing counter business processing processes,strengthening financial technology applications,enhancing the level of counter service teams,and improving proactive service mechanisms.This thesis analyzes the current situation,summarizes problems,and proposes improvement strategies for the counter service quality of the Zhongyuan Branch of ZZ Rural Commercial Bank.It can not only further improve the counter service level of the branch,promote the improvement of the bank’s market competitiveness,but also provide reference for other rural commercial banks to improve counter services,which has important research value.