Service Quality Improvement of Bank of China in Linyi City

Abstract

The purposes of this research were 1) to identify the current level of service quality at Bank of China Linyi Branch; 2) to find the main factors affecting the service quality of Bank of China Linyi Branch; and 3) to investigate the best way to improve the quality of services provided by Bank of China Linyi Branch. This study adopts a quantitative design, distributing electronic questionnaires to employees from Bank of China Linyi Branch. The quantitative research methods primarily include literature review, questionnaire survey, descriptive statistics, etc., for data collection and analysis. The main theoretical framework utilized in this research is the Service Quality Theory.
The results revealed that:
1. China Bank Linyi Branch has obvious deficiencies in service quality, especially in communication, transparency and service implementation. In order to solve these problems, banks should give priority to strengthening communication mechanism, improving service transparency, and improving response speed to enhance customer satisfaction and trust.
2. Customers believe that reliability, responsiveness, assurance, empathy and tangible assets are the key factors affecting service quality. Although the bank has performed well in personalized loan products and some service quality dimensions, there is still room for improvement in convenient network layout and reliability. By learning from the successful experience of competitors and adjusting the strategy accordingly, the bank can strategically improve the service quality, thus improving customer satisfaction and enhancing competitiveness.
3. The survey results also show that there are significant differences in customers' attitudes towards different dimensions of service quality, indicating that expectations and cognition are diverse. In order to cope with these differences and improve the overall service quality, banks should focus on strengthening the professional skills training of employees and pay more attention to customer feedback. These strategies are helpful to improve the ability of employees, better meet customer needs, and ultimately improve service quality and customer satisfaction.