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In recent years, as China's new rural financial institutions set up unceasingly, the penetration of Internet finance in rural areas, the postal savings bank of China, and the agricultural bank of China increase the intensity of the layout of rural financial market, rural financial market lending service competition. The focus of the rural financial market lending service competition is rural customers. Rural customers are essential resources for rural commercial banks in the agricultural financial market. Meeting the needs of rural customers is the key to the survival and development of rural commercial banks in rural areas. Based on the theoretical research results and practical experience of customer satisfaction, the questionnaire survey was designed by combining the current situation of rural loan service of most rural commercial banks and the necessary information of rural customers. This study analyses factors influencing customers' satisfaction of rural commercial bank services in ZhangYe City. Data were collected from 344 respondents in a local banking center, and analysed descriptively. Multiple Linear Regression Analysis was used to test the hypothesis. It was found that loan expectation, loan quality, value perception and feedback complaints are important factors that influencing consumers' loyalty with bank services. The study suggests that for the rural commercial banks to be competitive and attractive in the market, they should consider those factors to improve with the satisfaction level of their customers. From the result, the dimensions of customer satisfaction and expectation were found to have significant impact on customer loyalty towards the selection of the rural commercial bank services. This research will provide a reference for a rural commercial bank in ZhangYe to make loan policies in the future, and it will be beneficial to improve and enrich the theoretical knowledge of customer satisfaction and the model of the satisfaction index system.