Empirical research on the relationship between commercial bank service innovation and customer satisfaction based on the customer participation

Abstract

The role of commercial bank service innovation in the development of economic is increasingly expanding. And the fundamental purpose of service innovation is to meet the customers' basic needs and stimulate the potential demands by creating new services, so the relationship between service innovation and customer satisfaction under this background is particularly significant. Firstly, on the basis of the dimensions of customer participation and service innovation, I put forward 19 hypotheses and establish the model of the relationship between commercial bank service innovation and customer satisfaction based on the customer participation. Then under the background of commercial banks in China, according to the dimensions I select 23 measure indexes to make the questionnaire survey. This article is mainly aiming at the bank customers for questionnaires, and analyzes systematically and verifies the model based on the data obtained by using factor, correlation and multiple linear regression analysis. Finally, the related decision-making recommendations for the current situation of commercial banks are drawn.