The research to customer satisfaction factors of commercial bank—A case study of Shaoxing branch of Industrial and Commercial Bank of China

摘要

With the constant improvement of commercial banking services, customers were considered to be the most important resource. To improve customer satisfaction was the key to achieve sustainable development for the commercial bank. The research status of commercial banks was introduced and the definition of customer satisfaction was established, then factors that influenced customer satisfaction and measurement steps for customer satisfaction were analyzed. Shaoxing Branch of Industrial and Commercial Bank of China wss taken as an example; the Analytical Hierarchy Process (AHP) was used to construct a hierarchy of customer satisfaction model, and the customer satisfaction scores were obtained through questionnaires and data analysis. Finally, the proposals to improve customer satisfaction had been put forward on the base of results.