The Empirical Study of the Key Elements about Regional Commercial Banking Service Scene Based on Customer Perception

With the development of global service economy, the people give more and more attention in the emotional consumption in the process of consumption during their daily lives. Because the financial services which is an indispensable part of People´s Daily life and the continuous financial industry competition, regional Banks had to have their own characteristics to attract more customers. With the study of service scene various areas from foreign scholars´. This paper extend the part of the research to the regional commercial banking services scene. trying to build key elements combinations which are suitable for studying regional commercial banking service scene. With customers questionnaire about Ningxia commercial banks, using factor analysis and multiple regression methods to verify the reasonableness of the key elements combination about regional commercial banking services scene, and extract the greater impact factor about commercial banking service scene conduct a deeper analysis, the conclusion that the combination of the key factors of regional commercial banking services scene.