Research On Customer Satisfaction Improvement Strategy Of Retail Business Of ZZ Branch Of ZS Bank

With the development of economic globalization and information technology,the service industry has grown rapidly worldwide.The development of China ’s service industry has become the key focus of China ’s high-quality economic development.As an important part of the service industry,the development of its service level plays a vital role in the overall development of the service industry.Under the influence of the development of the industry,commercial banks want to have their own place in the financial market,grasp the customers in their own hands,and maximize profits and benefits.They must change the original management concept,comprehensively promote and implement the ’ customer-centered ’ service concept,improve the quality of customer service,expand customer base maintenance,and improve customer loyalty and customer satisfaction.Based on the theory of customer satisfaction,this paper takes the customer satisfaction evaluation model of banking industry as the research basis,and takes ZS Bank Zhengzhou Branch as the main research object.Through the questionnaire survey,the commercial bank customer satisfaction evaluation index system including8 first-level indicators and 16 second-level indicators is used to analyze and explain the relevant indicators affecting the retail customer satisfaction of commercial banks.Really understand the real situation of ZS bank Zhengzhou branch retail business customer satisfaction,found the key factors affecting ZS bank Zhengzhou branch retail business customer satisfaction.Through the investigation and analysis of the retail customer satisfaction of Zhengzhou Branch of ZS Bank,this paper finally puts forward specific improvement measures from five aspects : improving the supervision mechanism of customer complaints,improving the business process efficiency of business outlets,enriching the content of service products,strengthening the human resources construction of business outlets,and deepening the " customer-centered " service concept.Through the aspects of service process guarantee,human resources guarantee,capital investment guarantee and risk control guarantee,the retail customer satisfaction of Zhengzhou Branch of ZS Bank is improved.The improvement of customer satisfaction of commercial banks is a problem that all banks must face.This work cannot be effectively improved in the short term.Therefore,commercial banks need to make long-term efforts for this.Due to the limited number of samples in this study,the evaluation data of satisfaction may also have deviations.I will start with this,sum up experience in practice,enrich the article,and provide some reference and reference for similar commercial banks.