Covering 1,500 retail banking customers across three cities, the China Retail Banking Service Excellence report 2007 found that only 31 per cent of consumers were sufficiently satisfied with the services they received from their bank to remain loyal to their current institution.
“The biggest complaints are mainly long queues in branches and slow and unprofessional services,” said Zhang Hong, research and business development manager, TNS China.
“Most of the domestic banks have not created a brand image in their customers’ minds, so they need to learn how to position themselves correctly.”
