An Empirical Study Of Appraisement About Individual Customer Loyalty Of China Merchants Bank

Personal banking businesses with its advantages of large volume, low-risk, business scope, operating income stability occupy an important place in the development of commercial banking business. Loyalty customers with their high market value and potential become commercial banks nowadays economic environment in the new efforts to explore an important market. As China's financial markets to the outside world, competition in the banking sector will be further intensified, so how to recognize, evaluate, maintain and improve customer loyalty has become the current banking industry faced enormous challenges.The research at the basis of summarizes article at home and abroad on the theory of customer loyalty and driving mechanism of customer and etc, with the appraisement of China Merchants Bank's individual customer loyalty as its object, with the relationship-based service management and integration services loyalty marketing research as its major theoretical basic, in the light of our predecessors about the formation mechanism of customer loyalty and customer perceived value, customer trust and other related theories, established a conceptual model which based on customer-perceived value, customer trust, and situational factors as the main factor that drive customer loyalty. At the same time, the model was divided customer perceived value into two dimensions (functional value, experience value), and divided customer loyalty into three dimensions (cognitive loyalty, emotional loyalty, behavioral loyalty).And the article discuss the correlation ship between the two dimensions of customer perceived value, the correlation ship between three-dimensional degree of customer loyalty, and the correlation ship between customer perceived value of the dimension and customer loyalty of the dimension of the correlation between dimensions, as well as the model other via relations. Article to structural equation modeling as the main research method, based on field survey data collected to authenticate and amended the conceptual model. Final, the article established a commercial bank personal customer loyalty model.Article to verify the main conclusions are: Customer Perceived Value is the concept of two dimensions, and between the two dimensions of direct positive relationship; Experience value of a direct impact on customer trust; functional value of indirect impact on customer trust through experience value; customer loyalty is the concept of three-dimensional, and three-dimensional progressive degrees exist between the positive impact of relationship; Customer Perceived Value of two-dimension and three-dimensional degree of customer loyalty there is correlation between the concepts; customer trust of a direct impact on behavioral loyalty; situational factors of a direct and indirect impact on customer perceived value; situational factors of a indirect impact on behavioral loyalty and customer trust.The article widens out the research angle of view of customer loyalty theory, analyses the interior configuration and arrangement of all variables, and engenders practice value to appraising individual customer loyalty and carrying through CRM of commercial bank.