Research On The Improvement Of Personal Customer Service Satisfaction At The Sub-Branches Of G Branch,S Bank

With the advent of the Internet financial era,commercial banks in China have to face the fiercer external competition environment and high complaints.This paper draws on SERVQUAL model to construct a model of customer service quality-perceived value-customer satisfaction for G Branch,S Bank,and makes a corresponding research on the improvement of personal customer satisfaction at the sub-branches of G Branch,S Bank is a large state-owned commercial bank.The administrative region in which the bank is located is the administrative region with the largest population in the city where it is located,and personal business is the largest business of the bank.Therefore,this study is of great significance to how the sub-branches of G branch,S Bank can do a good job in serving personal customers and improve customer satisfaction,so as to improve their own competitiveness and sustainable and steady development.In this paper,a questionnaire was distributed to 16 sub-branches of G Branch,S Bank,and a total of 363 valid questionnaires were collected.By constructing the structural equation model,as well as the degree of influence of service quality dimensions that directly influence personal customer service satisfaction of personal customer service at the sub-branches of G Branch,S Bank is,in descending order,convenience,initiative,empathy,responsiveness,reliability,and tangibility has no significant effect on customer satisfaction.Where convenience and reliability can also indirectly influence customer satisfaction through perceived value.Through the analysis of each dimension,it is concluded that the main reasons that affect the personal customer service satisfaction of the sub-branches of G Branch,S Bank are the time-consuming banking business process,the weak service awareness of the bank,and lack of initiative,low responsiveness and low reliability of bank service.Aiming at the problem of individual customer service satisfaction at the sub-branches of G Branch,S Bank,this paper proposes improvement schemes from five aspects:optimizing the service process of branches,strengthening the service awareness of employees,improving the initiative of banks,responding to customers timely and accurately,and improving the reliability of banks.Based on the above satisfaction improvement scheme,the corresponding strategies are proposed.First,the service process of the network is optimized by means of process standardization,process simplification and training normalization.Second,the establishment of individual service assessment system,complaints implementation accountability system,employee psychological care system and other systems to strengthen the service consciousness of employees;Third,improve the bank’s initiative by proactively understanding customer needs,proactively solving customer problems and proactively meeting customer needs;Fourth,clear information response,speed up action response,implementation of notification response so as to timely and accurate response to customers;The fifth is to improve the reliability of banks by giving customers reliable promises,service before product sales,clear information of bank charges and strict implementation of customer privacy protection.This paper proposes improvement schemes from five aspects: optimizing the service process of branches,strengthening the service awareness of employees,improving the initiative of banks,responding to customers timely and accurately,and improving the reliability of banks.Based on the above satisfaction improvement scheme,the corresponding strategies are proposed.First,the service process of the network is optimized by means of process standardization,process simplification and training normalization.Second,the establishment of individual service assessment system,complaints implementation accountability system,employee psychological care system and other systems to strengthen the service consciousness of employees;Third,improve the bank’s initiative by proactively understanding customer needs,proactively solving customer problems and proactively meeting customer needs;Fourth,clear information response,speed up action response,implementation of notification response so as to timely and accurate response to customers;The fifth is to improve the reliability of banks by giving customers reliable promises,service before product sales,clear information of bank charges and strict implementation of customer privacy protection.This study concludes that improving the quality of personal customer service in the sub-branches of G Branch,S Bank can effectively improve the bank’s personal customer satisfaction and enable the bank to take another step up from the original scale of personal customer business and have a stronger overall competitiveness in the industry as well as the ability to develop the market.In addition,this study has important implications for peer commercial banks to improve personal customer satisfaction.