Research On Retail Customer Satisfaction Evaluation And Improvement Strategy Of BH Bank A Sub-branch

At present,with the rapid development of digital economy,traditional banks are facing transformation.Many commercial banks find the advantages of retail banking in risk diversification,profit stability,counter-cyclical and other aspects,and begin to transform into large retail banks.BH Bank,as a national joint-stock commercial bank,is also actively exploring the great development of retail business.Facing the increasing trend of product homogeneity and transaction channel diversification,how to improve retail customer satisfaction of physical outlets and new digital business platform has become an important issue for the development of banks.This thesis takes A sub-branch of BH Bank as the research object.Firstly,it analyzes and summarizes relevant theoretical results and research status of customer satisfaction at home and abroad.Secondly,it introduces the development status of retail business of A sub-branch of BH Bank through field investigation.Thirdly,combined with the above analysis,the retail customer satisfaction model of commercial banks is constructed for empirical analysis.Finally,according to the results of empirical analysis,this thesis summarizes the customer satisfaction survey results of A sub-branch of BH Bank,and puts forward feasible targeted suggestions to improve retail customer satisfaction.The research of this thesis mainly draws the following conclusions: retail customer satisfaction is positively affected by customer expectation,perceived quality and perceived value significantly.Consumption context has a significant moderating effect on the impact of perceived value on customer satisfaction.In the e-banking consumption context,the positive impact of perceived value on customer satisfaction is stronger than that in the physical branch situation.According to the research conclusion,this thesis proposes specific strategies for improving retail customer satisfaction,including guiding customers to moderate expectations,finding customers’ hidden expectations and improving customer experience of service tangibility,reliability,responsiveness,assurance,empathy and and improving customers’ perceived value in two different consumption situations: physical outlets and electronic channels.