Research on Improvement Strategies for Counter Services in Rural Commercial Banks

随着金融市场的开放，农商银行的服务质量已成为在市场竞争中获胜的关键因素之一。银行网点柜面作为客户与银行直接交互的“触点”，不仅是银行业务的核心，也是银行竞争力和客户体验的综合反映。面对由“银行选择客户”向“客户选择银行”转变的新形势，文章旨在研究基于大数据的农商银行柜面服务改进策略，以提升服务质量和客户满意度。With the opening up of financial markets, the service quality of rural commercial banks has become one of the key factors for winning in market competition. The bank branch counter, as the “touchpoint” for direct interaction between customers and banks, is not only the core of the banking business, but also a comprehensive reflection of the bank’s competitiveness and customer experience. Faced with the new situation of shifting from “banks choosing customers” to “customers choosing banks”, this article aims to study the improvement strategies of counter services in rural commercial banks based on big data in order to enhance service quality and customer satisfaction.