The Problem and Countermeasures of Insufficient Digitalization of Customer Service in Chinese Rural Banks

With the progress of society and the rapid development of technology, people’s demand for online and digital banking is also constantly increasing. However, there are factors such as insufficient technology investment and a lack of business technology composite talents in rural banks, which have led to serious deficiencies in the online and digital customer service. In order to solve this problem, this paper analyzes and summarizes the factors that contribute to the insufficient online and digital capabilities of rural banks through literature review. Based on the analysis results, relevant hypotheses are proposed, and Z Rural Bank is taken as an example to collect relevant data through online questionnaires. Multiple linear regression models and data analysis software are used to calculate the collected data. After qualitative and quantitative analysis, the conclusion is drawn that the number of composite talents in the bank, the level of technological investment in the bank, the level of understanding and mastery of digitalization among bank employees, and the strength of bank outsourcing companies have an impact on the insufficient online and digital capabilities of rural banks. Based on the above research conclusions, corresponding countermeasures and suggestions are proposed. Through the research results of this paper, we hope to provide some reference for the online and digital transformation and development of China’s banking and financial institutions, especially rural banks.