Research On Customer Satisfaction Of S Bank Personal Financial Management Business

With the increasing accumulation of national wealth and the progress of science,technology and culture,the lifestyle and financial management concept of Chinese residents have undergone tremendous changes.The demand for residents to maintain and increase their wealth through financial management is growing.As a result,the personal financial business in the banking industry has ushered in a good opportunity for development.As an important part of personal financial business,personal financial business has been valued by the vast number of banking and financial institutions,and personal financial business has also shown a blowout growth.However,the rapid growth of the number has not brought about a corresponding increase in the income of commercial banks.The current situation of meager profits requires commercial banks to change the traditional management mode of backward,extensive and single service quality management of personal financial services,and further improve and perfect the internal management,improve the comprehensive management level,and enhance customer satisfaction with service quality.These are the problems that need to be improved urgently in the development of personal financial services of commercial banks at this stage.Based on this,this paper intends to adopt the methods of literature review,questionnaire survey and case analysis,focusing on the personal finance business of Bank S,to conduct a comprehensive survey and analysis of the customer satisfaction of the service quality of this business.Firstly,the article introduces the background and significance of the topic,and focuses on the research of domestic and foreign scholars and experts on the customer satisfaction of commercial banks;Secondly,it introduces the relevant concepts and theoretical basis applied in the article;Then,the article introduces the development environment of personal financial services of Bank S by PEST analysis and SWOT analysis,and discusses the current situation of customer satisfaction management on the service quality of personal financial services of Bank S;Then,by using the method of questionnaire survey and SERVQUAL service quality model,the paper investigates the customer satisfaction of personal financial service quality of Bank S from five dimensions,and analyzes the existing problems and reasons;Finally,the article puts forward the strategy of improving customer satisfaction of S Bank’s personal financing business from five aspects:strengthening product innovation,improving service reliability,attaching importance to market positioning,improving service responsiveness,improving risk management,enhancing service assurance,enriching marketing management,enhancing service empathy,improving employee management,and improving service tangibility.Through the discussion in this paper,it is expected to have some practical reference and reference for S Bank to improve customer satisfaction in the fierce market competition environment of personal financial services,and at the same time,it will be beneficial for other banks to improve their management and service quality.