银行服务质量与客户满意度调查研究——以乌鲁木齐市和昌吉市为例

The Research on Banks' Service Quality and Customers' Satisfaction Degree——A Case of Urumqi and Changji City

随着经济的发展,金融服务质量已成为评估一家商业银行核心竞争力的重要标准,公众享受优质的金融服务十分必要与迫切。本文以新疆乌鲁木齐市和昌吉市地区商业银行及银行客户为主要调查对象,一方面探查两地区消费者的偏好;另一方面探测两地区消费者对银行服务质量的满意程度。通过基层调研、描述性分析和方差分析,我们发现两个地区的消费者在银行选择和消费的过程中有相似的偏好,两个地区消费者对当地银行服务质量总体满意,在部分服务项目的满意度上有些差异,并以此为基础提出提高银行服务质量和增加客户满意度的相关建议。

With the development of the economy, the financial service quality has become an important standard to evaluate the core competitiveness of a commercial bank, and it is necessary and urgent for the public to enjoy the excellent financial services. The paper selects commercial banks and their customers as the inquiry objects in Urumqi and Changji city, and makes the investigation on the consumption preferences and the customers’satisfaction degree with the banks’service quality in two areas. Through the primary research, descriptive analysis and variance analysis, the paper finds that consumers in both areas have similar preferences in the selec-tion process of banks and consumption, and consumers in two areas are satisfied with the service quality of local banks in general, but have some difference in certain service items. Accordingly, the paper puts forward recommendations on how to increase banks’ ser-vice quality and customers’satisfaction degree.