Industry-Wide Retail Banking Customer Satisfaction in China Increases Significantly

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Bank of Communications Ranks Highest among State-Owned Banks, While China Everbright Bank Ranks Highest among Shareholder Banks

Shanghai: 22 July 2013 Overall customer satisfaction with both state-owned banks and shareholder banks in China improves significantly in 2013, according to the J.D. Power Asia Pacific 2013 China Retail Banking Satisfaction Study.SM  
Now in its fifth year, the study measures customer satisfaction across six factors: transactions; product offerings; account information; facility; fees; and problem resolution. The study also examines performance-improvement initiatives designed to drive customer loyalty and advocacy.
Overall customer satisfaction with retail banks averages 761 points (on a 1,000-point scale)a 74-point increase from 2012. Satisfaction with state-owned banks increases by 76 points to 746 in 2013, while satisfaction with shareholder banks improves by 61 points to 794.
"The dramatic improvement in customer satisfaction is attributed to the concerted efforts across the industry in creating transparency and improving the customer experience," said Steven Zou, director of financial services at J.D. Power Asia Pacific. "The 'Seven Prohibit' and 'Four Transparency' policies announced by the China Banking Regulatory Commission in 2012 have effectively helped banks standardize their processes in dealing with customers, and in turn have improved customers' understanding and perception about their retail bank's fees, services and values." 
Improvement in facility, product offerings, account information, transactions and problem resolution have also contributed to the overall increase in satisfaction. The application of mobile devices in advance cash withdrawal service and automatic teller machines have enhanced the customer experience. Overall satisfaction among retail banking customers in China who use self-service channels is 786 points, 51 points higher than among those who do not use self-service channels. 
Among state-owned banks, Bank of Communications ranks highest in overall customer satisfaction with 787 points (a 92-point increase from 2012) and performs well in all six factors. Bank of Communications is the most improved bank among all banks examined in the 2013 study.
China Everbright Bank ranks highest in overall customer satisfaction among shareholder banks, with a score of 820, performing particularly well in fees, product offerings and facility. China Everbright Bank performs well in ensuring ATM functionality, transaction speed and range, ease of use and reliability and security. Following China Everbright Bank are China Minsheng Bank (805) and Shanghai Pudong Development Bank (795). 
According to the study, consumer rights protection, transparency of fees and risks and effective problem resolution drive customer satisfaction and loyalty. However, 29 percent of customers indicate they were not adequately notified regarding new product risks, while 39 percent indicate they did not receive notification regarding fees.
Customer satisfaction with the basic transactions of depositing and withdrawing money has been identified as one key improvement area. These transactions are the most frequently used services at bank branches, yet yield the second lowest satisfaction among all transaction types, largely due to long waiting time and lengthy transaction time. Satisfaction drops by a significant 74 points when the waiting time for making a deposit is 10 minutes; however, 51 percent of customers indicate that they waited longer. Satisfaction also declines when customers wait more than five minutes to make cash withdrawals, with 43 percent of customers waiting longer than that for completing a cash withdrawal.
"China has clearly moved a long way in delivering a superior customer satisfaction with retail banking services," said Rockwell Clancy, vice president of global financial services at J.D. Power. "Yet there is still a tremendous opportunity for competitors to differentiate themselves in bringing greater uniformity to processes and practices that affect customers, being absolutely transparent about the pricing and risks of their products, and resolving customer complaints more effectively." 
The 2013 China Retail Banking Satisfaction Study is based on responses from 9,267 retail banking customers in 20 cities and examines 21 leading banks operating in China. The study was fielded between April and May 2013. 
 

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.com. Media e-mail contact: ellen_wang@jdpa.com. Please follow J.D. Power at

About J.D. Power
J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. Headquartered in Westlake Village, Calif., J.D. Power has offices in North America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit
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