Customer demand is the key banking outlet in the service.docVIP

 PAGE \* MERGEFORMAT 7 Customer demand is the key banking outlet in the service Currently, the increasingly fierce competition among banks, in order to meet a wide range of consumer demand, banks in new business development both spent a lot of effort, from the savings business to a credit card, to electronic banking, the financial plan ... ..., without exception, reflect the bank’s business development. With the financial industry to accelerate the pace of opening up, as well as the potential to stimulate the entry of foreign banks, domestic commercial banks, the services must be a big change in order to gain a firm foothold in the competition. Therefore, the demand for customer service marketing is the banks to improve and upgrade the level of an important means. Service Characteristics and Management Challenges In accordance with the definition of service marketing, service with the intangibility, inseparability, heterogeneity and perishability four characteristics, the banks may use this as a standard to improve its services. 1. Intangibility: Service is an active, rather than objects, difficult to pass before buying sensory feel. Because the services intangible, service differentiation difficult to customer perception, by means of physical performance of services, becoming a service marketing management to consider the important content. In fact, the customer is also using the physical cues to purchase and evaluation of services, such as reading bank leaflets, and ask other friends and family experiences and so on. But let customers enjoy a good physical clues, banks need to constantly convey their service concept. Service concept is to attract the interest of consumer acceptance point of service, such as China Merchants Bank’s ‘because of you change’, Industrial and Commercial Bank of China stressed that the ‘your side of the bank,’ it would reflect the origin at the sake of the idea for the consumer. But now many banks have repeatedly emphasized the