CS-based Strategy for Chinese Commercial Banks in Service Marketing

To retain the existing customers, attract new customers, satisfy the customers and promote the comprehensive competitiveness, the commercial banks in China should implement the service marketing strategy based on customer satisfaction (CS). These banks can construct a CS-based serve marketing strategy from the service strategy, product strategy, personnel management and continuous improvement and external marketing. The facts are that many commercial banks in the implementation of customer satisfaction strategy (CS Strategy) have achieved the key competitive advantages, which make the long-term profitability of these banks better than competitors. Meanwhile, in sustaining the impact caused by the advancement of technology and the changes of customer needs, these banks also have a good self-protection, self-adjustment ability. Therefore, more and more commercial banks maximize customer satisfaction as their core development strategy. They conclude that only by satisfying customers can they obtain customer loyalty, which is an important factor of customers´ accepting their financial services and purchasing financial products repeatedly.