Study On Customer Service Satisfaction Improvement Strategy Of Nanchang Branch Of A City Commercial Bank

With the increasing openness of China’s financial market and the marketization of interest rates,the domestic banking industry is facing new challenges to its survival and development,and internal competition is becoming more and more intense.On the one hand,from the perspective of the external financial market environment,the entry of foreign banks into the domestic market tends to be standardized and market-oriented,and the barriers to entry into the industry have been significantly eased.On the other hand,in terms of the internal financial market environment,the marketization of interest rates in China’s financial market has continued to advance and the spread between deposits and loans has further narrowed,which makes the profitability of banks’ traditional asset and liability business very challenging.In general,in the context of intensifying competition in China’s banking industry,banks need not only to improve their operational capacity and risk prevention and control level,but also to focus on the development and maintenance of customer resources,which is the foundation of banks’ survival and is an important reflection of their market share and competitive ability.And customer satisfaction is the key measure of whether customers choose to serve the bank,only when customers are quite satisfied with the premise of bank services,customer loyalty to the bank can be effectively guaranteed.Therefore,the optimal improvement of customer service satisfaction is an important embodiment of the bank’s core competitiveness and an important guarantee of the market business scale.Under the background of the current unfavorable environment,how to improve customer satisfaction is an important challenge faced by all commercial banks and a key issue that needs to be solved urgently.This thesis takes Nanchang branch of A city merchant bank as an example and uses literature research method,case study method,questionnaire research method and empirical analysis method to explore its customer satisfaction improvement strategy,hoping to provide useful reference and inspiration for Nanchang branch of A city merchant bank and other banks.This thesis studies the relevant guiding theories(service profit chain theory,service satisfaction measurement model,service quality gap model),introduces the value embodiment of service satisfaction,the measurement model method and the evaluation method of service satisfaction in general,and sorts out the literature research results related to customer service satisfaction of banks.On this basis,this thesis introduces the management system of service satisfaction of Nanchang branch of A city merchant bank,summarizes the current situation of service satisfaction management,then constructs the index system of customer service satisfaction of Nanchang branch of A City Commercial Bank,and carries out research and analysis of customer service satisfaction questionnaire of Nanchang Branch of A City Commercial Bank.Based on the evaluation of the results of the research,this thesis summarizes the main problems of service satisfaction management of Nanchang branch of A city merchant bank: the supply of products and services is difficult to meet the personalized needs of customers;the charges for products and services are not transparent and unreasonable;the support of intelligent equipment in the branch is insufficient and humanistic care needs to be strengthened;the efficiency of business processing is low and the waiting time of customers is long;and the management and processing capacity of problem complaints is insufficient.In response to the main problems in customer service satisfaction management of Nanchang branch of A city merchant bank,this thesis proposes the following optimization and enhancement strategies: strengthen product and service innovation to meet customers’ personalized needs;standardize product and service charges and reasonably carry out pricing;improve branch intelligent equipment support capability and strengthen customer humanistic care;improve service efficiency and guide customers to stagger business processing;optimize complaint management services to effectively to solve the problems and shortcomings,we also proposed the system guarantee,organization and personnel guarantee,internal staff demand satisfaction guarantee,and software and hardware facilities support guarantee to ensure the orderly development and implementation of customer service satisfaction improvement strategy for Nanchang branch of A City Commercial Bank.