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Research on Retail Banking Outlets Transformation of China Construction Bank, Jinan District

Author: GengYunFei
Tutor: RenDa；WangZhongXin
School: Tianjin University
Course: Project Management
Keywords: CCB Retail Services Transformation
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 157
Quote: 0
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Abstract


As the main marketing channel, banking outlets are the elemental interfaces touching commercial bank and customers. While state-owned commercial banks have been transforming on operation improvement and development strategy, the satisfaction of customers’requirements and convenience of services become the key point to judge the competitiveness of a bank. Nowadays, facing with inspects of international capital markets, advancing demands of customers and continuous changes of environment, the design conceptions of existing banking outlets departs obviously from the‘people-oriented’characteristics of the times, and the services offered cannot meet the various and alternation needs of customers and markets. The core of transformation is starting from and ending up with customer, is to fulfill standardized process by professional specialization and streamline operations based on scientific rules and experiences of modern world retail services, and to effectively prompt the sales volume and quality of service by reducing waiting time which has been talking for such a long time and among so many customers, and also, to impel the spirits of staff, to lighten up the decoration and to improve the counter servicing efficiency. The banking outlets are transformed to be a plat for sales and services, at the same time, any designing of processing streamlines and any transactions and accountings are for and based on sales and services. By comprehensive researching on advanced experiences of domestic and overseas banks, the article chooses to take on-the-spot survey of the banking outlets of China Construction Bank Jinan District Division, and focuses on finding out the defects of old design thoughts and concepts of banking outlets with customers and markets by carding with sound of customers system and six sigma, and on listing out the disparity between the services of existing banking outlets and market demands, pointing out the motivation of transformation and defining the direction of transformation and relative policies. Finally, after thorough excavation with measuring, statistics and analyzing of diagnostic results, the author provides an integral and operable transformation scheme of retail banking outlets with definite objective and principle. The research can give similar commercial banks reference and guide on retail banking outlets transformation.

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