The Modified ACSI Model Based On Customer Life Cycle And Applied Study

After joining in WTO, commercial banks of China have encountered hot competition and challenge from abroad. Improving the service of our commercial banks is an important weapon for the continual development of the national economy, and It is the significant measure for commercial banks to improve core competitiveness by elevating customer satisfaction and customer loyalty effectively.Based on thorough analysis of customer satisfaction theory, methods and the relevant application research both at home and abroad , this dissertation expounds the factors that affect customer satisfaction, the definition and measure of customer loyalty and that of customer life cycle, then analyzing their relationship, and gain the theoretical logic relationship. On the basis of it, we introduce customer life cycle as a new variable into the original ACSI model, improve the measure variable of customer loyalty, and finally build a modified ACSI model. Then, a survey is taken, including designing questionnaire, studying the two questionnaire principles—reliability and validity and choosing of the type and number of questions. Then we sample the objective data and use the LISREL method to solve the modified ACSI model. The results prove that customer satisfaction has a strong plus effect on customer loyalty and the modified ACSI model is better. Finally, we bring forward some reasonable and effective suggestions on how to improve core competitiveness to Harbin commercial bank.