Study On Countermeasures To Improve Service Quality Of Y Bank R County Branch

With the rapid development of the world economy,we have entered a new economic era,in order to meet the diversified demands of customers,substantial economic measures are taken to promote rapid development and innovation in small and medium-sized banks.In the upcoming days,customers expect higher-level economic products.The traditional competition of the bank industry with financial products as the core business has been transformed into a competition of comprehensive strength.Service is a part of comprehensive strength,so the improvement of service quality plays a vital role in enhancing the core competitiveness of banks.The degree of client satisfaction reflects the service of banks,which is an important basis for the bank to improve service quality.Improving the service quality of the commercial bank branches to keep their leading role in the new economic times has become important to meet customers’ requirements.Y Bank is a large state-owned commercial bank,providing services to benefit urban & rural areas and serve agriculture,which has a large number of customers.In the face of severe competition in the banking industry,it is necessary for the bank to improve its service & product quality to increase its market share and enhance its competitiveness.This paper,based on the structure of "asking questions-analyzing problems-solving problems ",researches the improvement of service quality of the branch of Y bank in R county.Firstly,investigating the state quo of service quality of the branch of Y bank in R county lays a foundation for further research and analysis of its service quality problems.By reviewing the domestic and foreign literature about service quality for customers and using the SERVQUAL model of service quality,the questionnaire from the five dimensions of tangibility,reliability,security,responsiveness and empathy was designed.the questionnaire was carried out among a number of customers in the self-operated branch of Y Bank in R county in order to acquire the true service quality evaluation survey data of the branch.In the data processing,SPSS25.0software was used to conduct reliability and validity analysis,and the method of factor analysis was taken to verify the reliability of the questionnaire results.The research showed that the current service quality of the bank is between the level of average and satisfactory,among the five dimensions,responsiveness is the worst,followed by empathy,the others still need to be improved.For the aspects with low customer satisfaction,the investigation was taken in the branch,the existing problems are as follows: 1,In the environment,the smart device configuration is unreasonable,and the environment needs to be improved;2,In personnel distribution,the front desk worker distribution is not reasonable,there are no effective backup measures to deal with the normal business in the rush hours;3,In the overall quality of personnel,they are lack of professional knowledge and the active service awareness with an unpleasant service attitude;4,In operation,the process is so complicated that needs many steps.Finally,the feasible measures from five aspects of improving the environment in the branch,optimizing the human resources,improving the service capabilities,optimizing the operational process and creating a service brand & new image are put forward.In improving the environment,measures are taken to upgrade the supporting service facilities so as to optimize the internal and external environment.In optimizine human resources,the assistant managers are adding,flexible “windows” are set.In improving the service ability of the personnel,measures are taken to enhance the staff’s service awareness,improve the staff’s operational capabilities,and cultivate the staff’s team spirit.In optimizing the operational process,a standardized service process is provided,and the operational process is streamlined.In creating a service brand and new image,measures should be taken to enhance the publicity of bank culture and establish a scientific service & supervision assessment mechanism as a way helps the bank improve the assessment system of its service quality.In this paper,in order to improve the service quality of the branch of Y bank in R county,feasible measures are put forward by questionnaires to survey the true assessment of customers,interviewing in the branch and analysis of the problems & causes,which has certain feasibility and practical significance.