Study On The Path Of Customer Loyalty Improvement In Retail Bankingr

Chinese commercial banks are facing unprecedented competition in the market5yearsafter WTO, also ushered in an important development opportunity-retail banking business’sprosperity at the same time. In order to make the retail banking better serve the real economy,improve competitiveness against foreign banks, and the research on retail banking is how tomaintain and attract customers, improve competitiveness will have important practicalsignificance and theoretical value.In the retail banking sector, the enhancement of service quality is the core of servicemarketing, and the core of improving customer satisfaction and winning the loyalty of itsclients. In China’s retail banking sector, there is high homogeneity within the service filed,high mobility within the customer, and thus the research of how and to what extent servicequality increased customer loyalty comes to our research questions. On the basis of literaturereview’s findings and current research situation of service quality and customer satisfaction aswell as customer loyalty, our research made an applicability reform for retail banking bymaking reference to typical questionnaire of related study and non-structured interviewing.The three main research hypotheses are: first, service quality has positive direct effect oncustomer satisfaction (the mediator); second, service quality has positive direct effect onservice loyalty (the dependent variable); and third, customer satisfaction (the mediator) haspositive direct effect on service loyalty (the dependent variable). On the basis of the furtherpath analysis and factor analysis, the correctness of hypotheses is verified. After the empiricalresearch, suggestions for the existing problems of the retail bank and the direction forimprovement are suggested. Finally, the summary of this study and future research outlookare given.The main research methods and conclusions used in this article are: by literature review,questionnaire for retail banking are developed combined with the structured interview; Byfactor analysis to reduce the dimension of the questions that belong to a single factor, firstorder factors have been obtained in a reasonable degree of convergence, further analysis ofreducing the dimensions of first order factors which belong to the same higher-order factor has been conducted to get the service quality, customer satisfaction and customer loyaltyfactor; path analysis shows a significant correlation among three main factors. Thestandardized loadings are: service quality has0.707direct effects on customer satisfaction;customer satisfaction has0.261direct effects on service loyalty; service quality has0.530direct effects,0.185indirect effects and0.715total effects on service loyalty.