Customer Satisfaction Survey And Improvement Strategies Of ICBC S Sub-branch Of Personal Business

With the continuous development of China’s social economy,a large number of foreign banks are constantly coming in,making commercial banks suffer a huge impact,and the competition among banks is becoming increasingly fierce.Meanwhile,for domestic banks,the concern for customer experience has increased significantly in the past two years due to the disappearance of the traffic dividend,the high cost of online advertising,and the overall impact of Internet finance on traditional banks.Therefore,the issue of enhancing customer satisfaction has become an important and urgent issue facing banks among enterprises.In order to enhance their competitiveness,banks need to shift their resources from front-end customer acquisition to the management and optimization of customer experience one after another,and establish a long-term competitive barrier with good customer experience as the cornerstone.This paper takes ICBC Branch S as a sample,and studies the S branch of ICBC through a combination of theoretical research and empirical analysis.Firstly,the theories related to customer satisfaction proposed by domestic and foreign scholars are explained,and summarizes the main factors affecting customer satisfaction.Secondly,the current situation of ICBC Branch S is combined with the establishment of ICBC Branch S customer satisfaction evaluation index system,and empirical analysis is carried out to transform the abstract concept into analyzable data by means of a questionnaire,and use SPSS24.0 software to analyze the data,use factor analysis to verify,in order to ensure the reliability of the data,and objectively show the current situation and problems of customer satisfaction in branch S through the analysis of the four-part graph model.Finally,in view of the problems existing in ICBC Branch S,an effective improvement strategy is put forward: increasing the charges and benefits of financial products,personalizing products,improving the service attitude of employees,solving the problem of long queuing time,strengthening the environment of business outlets,and improving services Feedback levels,etc.,to resolve issues.It is hoped that this study can effectively help ICBC Branch S to improve its problems and enhance its overall competitiveness in the industry,and it is also hoped that this study can provide some reference significance for bankers in the Bank and the whole country.