Translated Abstract
ABSTRACT
For QN agricultural commercial bank transformed from the Credit Union in May 2015, is faced with a larger platform and a broader market. At the same time, there is fierce competition everywhere from state-owned joint-stock banks, national joint-stock banks of the industry. But with the development of the Internet, the traditional financial industry began to suffer. So does QN agricultural commercial bank. In this context, the deposit growth and new customer number of QN agricultural commercial bank decreased in the beginning of the transformation .Not only that, the bank profitability declined, the customer guest book give more opinion than past year. QN agricultural commercial bank is badly in need of improving customer satisfaction. Then challenges can be turned into opportunities, and the competitiveness of QN agricultural commercial bank can be improved.
First of all, the paper made the completion of the QN agricultural commercial bank and customer satisfaction survey. As QN agricultural commercial bank has no evaluation system for itself, is unclear about the main factors influencing customer satisfaction, has no idea of improving customer satisfaction. After that, it constructed the evaluation system of QN agricultural commercial bank＇s customer satisfaction by using the fishbone diagram and the Analytic Hierarchy Process. Based on 500 sets of data from its customers， through the overall satisfaction analysis and customer satisfaction difference analysis, the paper using four quadrant graph evaluation model found the impact of QN agricultural commercial bank customer satisfaction main factors. Then, according to these factors, put forward to enhance the convenience of service, rich product line of business, actively respond to complaints and suggestions, enhance brand awareness and change the service attitude, improve business level five countermeasures. Finally, in order to ensure these countermeasures can be implemented smoothly, this paper from the system of organization level, the concept of cognitive level, the level of corporate culture and the four aspects of the establishment of multiple incentive mechanism and puts forward some safeguard measures.
The study of this paper is of great significance to improve the customer satisfaction of QN agricultural commercial bank, and secondly, it can enhance the competitiveness of QN agricultural commercial bank and improve their business performance. In addition, this paper can provide a new idea and method for other enterprises or industries to improve customer satisfaction.
Translated Keyword
[Agricultural Commercial Bank, Customer Satisfaction]
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