A Survey On The Satisfaction Of Rural Banking Services In Shengping County,Yu’an,Anhui Province

Although certain achievements have been made in the work concerning agriculture,rural areas and farmers,the foundation of agriculture is still not solid.From the current situation of the development of rural finance system,the difficulties and expensive financing problems of farmers,small and micro enterprises still affect the development of Chinese agriculture and rural areas.Village banks,as new rural financial institutions,aim to provide better and more convenient financial services for the development of "agriculture,rural areas and farmers".The establishment of rural banks has enriched the rural financial institution system and played an irreplaceable role in helping the financial services for "agriculture,rural areas and farmers".Anhui Yu ’an Shengping Rural Bank is an important financial institution serving agriculture,rural areas and farmers in Liu ’an Yu ’an District,Anhui Province.By studying the problems existing in the process of serving agriculture,rural areas and farmers and understanding the real needs and satisfaction of the service of farmers in Yu ’an District,we can better guide Anhui Yu ’an Shengping rural Bank and the local government to carry out the work and further develop the local economy The exhibition is of great practical significance.On the basis of reading domestic and foreign literature,starting from the current situation of Anhui Yu ’an Shengping rural bank service "agriculture,rural areas",combining with the existing customer satisfaction evaluation model,this thesis constructs the satisfaction evaluation model of Anhui Yu ’an Shengping rural bank service "agriculture,rural areas".Through literature analysis,questionnaire survey,interview and fuzzy comprehensive evaluation method to study the model.spass software is used to test the consistency of scale indicators in the questionnaire,AHP is used to calculate the weight of each influencing factor index selected from the questionnaire,and fuzzy comprehensive evaluation method is combined to evaluate the satisfaction of Shengping Village bank service "agriculture,rural areas" in Yu ’an,Anhui.The evaluation results are as follows:the score of the internal factor dimension of Shengping Rural banks is 3.409;The score of the development dimension of "agriculture,rural areas and farmers" was 3.410;The dimension of government policies,laws and regulations was 3.418;The overall satisfaction score of serving "agriculture,rural areas and farmers" was 3.361;Combined with the fuzzy subjective evaluation results,the overall satisfaction is E3 level,and the evaluation result is average.Through the empirical results of satisfaction and the problems found in the investigation process targeted from the internal development of the bank itself: increase the agriculturerelated loans and credit to fully help the development of "agriculture,rural areas and farmers",increase external publicity to improve visibility,innovate financial products to fully serve farmers,strengthen business training to improve the quality of practitioners and establish a perfect risk prevention mechanism;The development of "agriculture,rural areas and farmers" : the development of characteristic industries to promote agricultural industrialization,broaden the channels of interest to update the concept of farmer development;Policies,laws and regulations: Opinions and suggestions are put forward from the three aspects of perfecting relevant government policies,laws and regulations and perfecting credit and guarantee system,in order to further improve the satisfaction of farmers in Yu ’an District on the service of "agriculture,rural areas" provided by Shengping Village Bank of Yu ’an,Anhui Province.