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The Evaluate Study of Customer Satisfaction in Personal Financial Service of Commercial Banks

Author: WangXiaoLan
Tutor: LiChangRong
School: Nanchang University
Course: Management Science and Engineering
Keywords: Personal Financial Services Customer satisfaction Grey Relational Analysis FAHP method
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 436
Quote: 1
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Abstract


With the continued development of the domestic economy , the growth of personal wealth and the full liberalization of the financial markets , improve customer satisfaction levels , and compete for customers resources has become an important means of commercial banks in the personal finance market competitiveness , China's commercial banks personal Financial Services customer satisfaction factors affecting the research and analysis has important practical significance . Based on the characteristics of commercial banks personal financial services and customer satisfaction theory selected factors that affect customer satisfaction in personal financial services of commercial banks , the establishment of an effective evaluation index system . The introduction of AHP, expert scoring method and the Delphi Method for the Determination of index weight . In the choice of the evaluation method , comparative analysis of existing evaluation methods , on the basis of personal financial services of commercial banks based on Fuzzy AHP Comprehensive Evaluation Method ( FAHP law ) and gray relational analysis method combined customer satisfaction evaluation model . On the basis of the evaluation model established , developed a questionnaire and sort based on the data collected and to determine the model of the three banks in Nanchang personal financial services customer satisfaction , the results of the evaluation for commercial banks C the personal financial services perform better because of its good quality and innovative financial products and the highest value of comprehensive evaluation of customer satisfaction , commercial banks A personal financial services because it only at the right weight is relatively small tangible , so its comprehensive evaluation of the lowest value , but the value of comprehensive evaluation of customer satisfaction of personal financial services of the three commercial banks are about , but also at a general level , need to be improved .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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