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Research on the Strategy of the JN Sub-branch of Bank of China to Improve the Customer Satisfaction

Author: LiLi
Tutor: ZhangXiMin
School: Shandong University
Course: Business Administration
Keywords: Commercial bank Customer satisfaction marketing strategy
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 155
Quote: 1
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Abstract


Competition of modern business is the customer’s competition. With the establishment of market economy and integration of world economic. the market environment and the manage concept of the commercial bank are changing remarkably. In order to survive in the fierce market competition, Commercial bank in China must firmly establish the business philosophy of "customer-centric" to continuously improve customer satisfaction, create a harmonious and cooperative relations, and fully meet our customers in-depth, multi-level needs, to continuously improve the security company’s core competitiveness. In this paper, factors on the impact of the Bank of JN’s customer satisfaction and loyalty were studied.This paper integrated theoretical research and empirical research method. First, the paper set forth the background for the problem. It point out that the change of the market environments makes the commercial bank more and more regard the customer. The concept of focusing on the customer was in fashion. How to improve customer satisfaction through using limited resource are becoming the focus that commercial bank concentrate on. Then the paper gives all introduction about the progress for the study on customer satisfaction in our country and overseas, and the progress and practice on the study of customer satisfaction for commercial bank. Then analyzed data with SPSS 16.0 software using a variety of methods to ensure the quality and reliability of data processing. Use the model to evaluation the customer satisfaction of JN Branch and use four graph models objectively and quantitatively to reveal the situation and issues of JN Branch customer satisfaction. Lastly the corresponding improvement strategies were proposed.This paper puts emphasis on two aspects:the first is the measurement of Customer satisfaction which includes the establishment of satisfaction exponential model and evaluation index system.Another one is how to promote the customers’ satisfaction with the help of results of customer satisfaction evaluation.

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