The Relationship Between Service Quality and Customer Satisfaction in Commercial Banks: A Case Study of the Industrial and Commercial Bank of China, Xixia District Branch in Yinchuan City

บทคัดย่อ

         As a vital sector of the service industry, the banking industry's primary mission is to provide relevant financial services to society, playing a pivotal role in both economic activities and social life. This research aimed to investigate the relationship between service quality and customer satisfaction based on relevant theories. The study had three main objectives: (1) to examine the relationship between service quality and customer satisfaction within Chinese commercial banks; (2) to identify the factors influencing customer satisfaction and service quality in Chinese commercial banks; and (3) To provide guidance on improving service quality and customer satisfaction within Chinese commercial banks, ultimately enhancing the industry's competitiveness and facilitating the vigorous development of commercial banks.The study utilized a sample of customers from Yinchuan Industrial and Commercial Bank of China and conducted an empirical study on the relationship between service quality and customer satisfaction using a random systematic sampling method. Specifically, the primary bank outlets and branches of commercial banks in Xixia District of Yinchuan city were randomly selected through a drawing lots process. The Pearson correlation coefficients calculated between technical quality and functional quality, technical quality and service recovery quality, and functional quality and service recovery quality were found to be 0.517, 0.432, and 0.598, respectively. Based on the results of the empirical analysis, this paper proposes practical countermeasures and suggestions to enhance service quality and customer satisfaction, serving as a valuable reference for commercial banks. Data was collected through formal questionnaires, and statistical software SPSS 17.0 was employed to analyze and process the data. The hypotheses were tested through regression analysis, ultimately confirming that service quality positively influences customer satisfaction. Additionally, the study found that the three dimensions of service quality, namely technical quality, functional quality, and service recovery quality, also exert a positive and significant impact on customer satisfaction. Interestingly, while service quality, functional quality, and service recovery quality all positively affect customer satisfaction, technical quality does not significantly influence it.