Study On Service Quality Optimization Strategy Of LC Branch Of China Merchants Bank Co.,Ltd.

In recent years,with the rapid development of the financial industry,banks,as one of the main components of China’s financial industry,closely follow the tide of market development,and their competition is increasingly fierce;Banks used to be in a monopoly position in the financial industry,but with the development of local banks and the popularity of Internet platforms such as Alipay,the market share of banks has been greatly impacted;At the same time,the social service industry is also constantly developing,and the customer’s psychology and service requirements are also changing.Most customers hope to obtain due respect and psychological satisfaction while obtaining the bank’s services or products.This requires banks to improve service quality through various ways,and the key to improve service quality is the service quality evaluation system,so it is urgent to build a service evaluation system that keeps pace with the times.Customers are a key presence in the development of the financial industry.Optimizing the customer structure and improving customer loyalty have become the core of bank operation and development.Despite the homogenization of commercial bank products and quality,banks are also increasingly aware of the urgency and importance of improving customer service quality.Only by bravely challenging difficulties and risks can banks build a solid foothold in today’s fierce market environment,and provide efficient and convenient financial services to customers while achieving their own high-quality development,so as to become an industry leader.This paper takes China Merchants Bank LC Branch as an example.Firstly,it expounds the background and significance of the research on bank service quality;Secondly,it analyzes the relevant theories and models of service quality.Thirdly,investigate the sub-branch design questionnaire to find out its existing problems;Finally,through the discovery of the problems such as the weak service awareness of the sub-branch service personnel,the uncoordinated management mode and service response,the paper proposes strategies to improve the sub-branch service quality in the dimensions of empathy,responsiveness and authenticity.Finally,report the problems found and the proposed improvement measures to the management,expecting to improve the service management quality of China Merchants Bank LC Branch through its own evaluation and analysis,so as to promote its business development.