@article{ART003172632},
author={Bin Tian and Jaeyeon Sim},
title={Improving Customer Satisfaction Strategy of SY Rural Banks in China},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={1},
pages={329-341},
doi={10.21186/IPR.2025.10.1.329}
TY - JOUR
AU - Bin Tian
AU - Jaeyeon Sim
TI - Improving Customer Satisfaction Strategy of SY Rural Banks in China
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 1
PB - Industrial Promotion Institute
SP - 329
EP - 341
SN - 2466-1139
AB - In today's information age, as the social economy develops rapidly, the organizational system is rapidly reformed and the pattern of interests is rapidly changing. Rural finance in China has important three agricultural sectors which are 'agriculture, rural areas, and farmers', and is also a very important link in revitalizing rural areas. Rural banks play a pivotal role in the rural financial cycle, which has a great influence on the economic activities of farmers living in rural areas. Rural finance has an important relationship with farmers' income. This paper analyzed the relationship between customer satisfaction, service quality, and loyalty. Based on the data collected in the questionnaire, a survey was conducted on 350 customers of SY Rural Bank in China and statistical data were analyzed using SPSSAU, and the following research results were found. Bank service quality had a significant positive effect on customer satisfaction and customer loyalty, and customer loyalty had a significant positive effect on customer satisfaction. In addition, customer loyalty was analyzed to play a significant mediating role between service quality and customer satisfaction. This study is a study for customer satisfaction of small rural banks, and presents meaningful implications for the establishment of management strategies of small rural banks.
KW - Rural banks;Customer satisfaction;Service quality;Loyalty;Improvement strategy
DO - 10.21186/IPR.2025.10.1.329
ER -
Bin Tian and Jaeyeon Sim. (2025). Improving Customer Satisfaction Strategy of SY Rural Banks in China. Industry Promotion Research, 10(1), 329-341.
Bin Tian and Jaeyeon Sim. 2025, "Improving Customer Satisfaction Strategy of SY Rural Banks in China", Industry Promotion Research, vol.10, no.1 pp.329-341. Available from: doi:10.21186/IPR.2025.10.1.329
Bin Tian, Jaeyeon Sim "Improving Customer Satisfaction Strategy of SY Rural Banks in China" Industry Promotion Research 10.1 pp.329-341 (2025) : 329.
Bin Tian, Jaeyeon Sim. Improving Customer Satisfaction Strategy of SY Rural Banks in China. 2025; 10(1), 329-341. Available from: doi:10.21186/IPR.2025.10.1.329
Bin Tian and Jaeyeon Sim. "Improving Customer Satisfaction Strategy of SY Rural Banks in China" Industry Promotion Research 10, no.1 (2025) : 329-341.doi: 10.21186/IPR.2025.10.1.329
Bin Tian; Jaeyeon Sim. Improving Customer Satisfaction Strategy of SY Rural Banks in China. Industry Promotion Research, 10(1), 329-341. doi: 10.21186/IPR.2025.10.1.329
Bin Tian; Jaeyeon Sim. Improving Customer Satisfaction Strategy of SY Rural Banks in China. Industry Promotion Research. 2025; 10(1) 329-341. doi: 10.21186/IPR.2025.10.1.329
Bin Tian, Jaeyeon Sim. Improving Customer Satisfaction Strategy of SY Rural Banks in China. 2025; 10(1), 329-341. Available from: doi:10.21186/IPR.2025.10.1.329
Bin Tian and Jaeyeon Sim. "Improving Customer Satisfaction Strategy of SY Rural Banks in China" Industry Promotion Research 10, no.1 (2025) : 329-341.doi: 10.21186/IPR.2025.10.1.329
