Research on Service and Customer Satisfaction of China Everbright Bank

Customers are the most important resource for banks. The competition between commercial banks, centered on the scrambling for customers, mainly includes the competition in personnel and service; the competition in channel construction, product development, service price, and marketing strategy, and other operation environment related to service; the competition in such support systems as operation system, HR management, financial management, and risk management related to service output; and the competition in investment for enterprise culture construction integrating the value concepts of customers and employees and for bank brand construction and etc. All of these competitive strategies and policies are for satisfying the increasingly market-oriented competition demand, satisfying the customers’ demands, improving the customer satisfaction and establishing an intensive customer relationship with the customers, so as to realize profits and increase the core competence for the banks. Just as Peter Drucker said, the purpose of an enterprise lies outside the business itself, i.e. creating customers.