| As the deepening of the openness of China’s financial industry, foreign banks have entered Chinese market in succession and pose great threats to our country’s commercial banks with their strong economic strength and long-term accumulation of advanced management concepts. Meanwhile, horizontal competitions among Chinese commercial banks are increasingly heated and the entire banking industry presents a situation of leapfrogging, which in the long term will inevitably lead to the loss of banks’ loyal customers. Faced with such serious situation, how to improve customer loyalty becomes the top priority and pursuit goals of commercial banks at present.The thesis focusing on individual customer loyalty of commercial banks, firstly has a literature review on several aspects such as the basic theory of customer loyalty, customer loyalty research and commercial banks’ customer loyalty etc. and then on this basis carries on the empirical research on individual customer loyalty of China’s commercial banks from the dimensions of attitude and behavior. Firstly, questionnaires on commercial banks’ customer loyalty has been designed and issued to several commercial banks in Qingdao in order to get survey data. Secondly, the potential variables that affect the attitude loyalty and behavior loyalty of commercial banks have been extracted from the data by the method of factor analysis. Thirdly, the relationships of various factors that affect commercial banks’ customer loyalty have been analyzed using the method of linear simultaneous equation model and nonlinear Logistic simultaneous equation model. Finally, according to the data have been processed, the impacts of the factors on customers’ attitude loyalty and behavior loyalty have been given by the empirical analysis. In order to provide theoretical and practical guidance for our country commercial bank customer loyalty cultivation, related policy recommendations have been put forward in our paper. |
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