Construction Of Customer Satisfaction Evaluation System And Research On Improvement Strategies For M Bank’s International Business

In order to cope with the increasingly brutal competition in the international banking business market,all banks need to find their own development direction and starting point.Compared with the development of traditional banking business,the development of international banking business has similarities and differences.The same thing is that they are one of the banking business segments.The difference is that the international business segment involves cross-border transactions and multi currencies,and the construction of the national policy system is shorter than that of the local currency business,which still needs to be improved.However,due to the acceleration of the globalization and integration of the world economy,this sector has great business potential and has become a must for any financial institution to actively grasp.This paper takes the customer satisfaction of M bank’s international business as the research object.Through the literature induction method to sort out the relevant literature at home and abroad,use the expert interview method to finally determine the evaluation index,use the analytic hierarchy process to build the evaluation system,calculate the subjective weight of the index,and convert the evaluation system into a questionnaire.A questionnaire survey was conducted through the business outlets of bank M.Through the entropy weight method to calculate the objective weight using the survey results,and finally get the subjective and objective weight.The fuzzy comprehensive evaluation method is used to analyze the questionnaire results of customer feedback.Get the overall satisfaction of bank M’s international business and the impact of various indicators on the overall satisfaction.The comprehensive score of customer satisfaction of bank M’s international business is75.98,which is in the "satisfaction" range.Among these indicators,the polite and friendly attitude of international business service personnel,the enthusiasm of international business service personnel to solve customer problems,and comfortable and well-equipped business places have a positive impact,and the negative impact is the insufficient provision of parking spaces in business places,the inadequate advertising and market publicity,and the insufficient communication between special business assistance customers and relevant ministries and commissions.Finally,based on the survey results,suggestions are given to improve the customer satisfaction of M bank’s international business: pay attention to the brand effect and enhance the brand image;Strengthen innovation and linkage,and fully intervene in both domestic and international markets;Improve basic service capacity and strengthen network and environment construction.It is hoped that this paper can provide some ideas for the improvement of customer satisfaction of M bank’s international business and provide reference for other banks.