A Study On Customer Satisfaction Improvement Strategy Of LQ Rural Commercial Bank

In the environment of rapid development of Internet finance and technology finance,traditional banks have suffered an unprecedented huge impact.Under such circumstances,how to improve their service quality has become one of the key concerns of commercial banks.Internet finance is a new type of user-centered financial service,which can consider customers’ needs as a whole and provide personalized services.But the number of traditional bank branches is countless,the staff is scattered,the business is complicated,and the original business process is difficult to adapt to the new situation;in addition,compared to the electronic Internet channel,the business process is many and more cumbersome,resulting in insufficient customer service and decreasing customer satisfaction,which will then lead to the loss of bank customers.In such a situation,banks should pay more attention to improving customer satisfaction and propose some effective solutions to existing problems,with the goal of improving service quality and customer experience,to help banks win the fierce market competition and improve their competitiveness.This paper takes LQ Rural Commercial Bank as the research object,and this paper firstly composes the current situation of domestic and foreign research on customer satisfaction,in order to lay the theoretical foundation for future research.Secondly,it gives a brief introduction to LQ Rural Commercial Bank,describes the current situation of its customer satisfaction,and analyzes the existing problems and causes of customer satisfaction.Thirdly,eight main factors affecting customer satisfaction were analyzed,namely,the bank’s corporate image and credibility,the construction of bank branch facilities,customer waiting time,the bank’s security and reliability,staff’s service attitude and service efficiency,the number of bank staff and machines equipped,the efficiency of information transmission efficiency and complaint handling,and the bank’s products,and the indicators of the customer satisfaction questionnaire were selected.The questionnaire was designed and the data were analyzed empirically by using SPSS statistical software.Finally,strategies to improve customer satisfaction in LQ rural commercial bank were offered in a targeted way,by adopting precise market positioning and branch intelligence,improving branch environment and supporting facilities,improving service methods and service awareness,enhancing service efficiency,strengthening product innovation and properly handling customer complaints,etc.The results of the study provide some informative comments on the future work of LQ Rural Commercial Bank in improving customer satisfaction.