The Potential Value Of Enterprise Customers In The Online Banking Environment Factors Influencing

As the financial marketing is opened farther after WTO, the banks in China will be confronted with tremendous pressure of competition. The development of information technology makes internet banking the main method of banks winning competition. In the process of competition, how to carry out individuation sales based on customer's differences has been the focus of the competition. Customer Value Management is a effective way of realizing individuation sales.This dissertation starts with the review of abundant literatures, and summaries the concepts and evaluating methods of customer value, customer potential value and customer lifetime value. In the meantime, it generalizes relative theory and model of customer value chain and customer segmentation, as well as the deficiency of current research on relationships among them.Then It puts forwards hypotheses of empirical research. Influential factors of customer potential value are customer apperception, trust, transfer cost and customer satisfaction. It makes interviews and investigation in manager of Agricultural Bank of China Operating Department of Zhejiang Branch and its enterprises customer of Internet banking, all results of which are analyzed by SPSS.According to the results of data analysis, several research conclusions are draws and research hypotheses are validated. There is a remarkable positive correlativity between influential factors and the ingredients of customer potential value. The main influential factors have been found. The enterprises in different background have remarkable difference in customer potential value.Besides, this dissertation analyzes the behavior of the customer, and proposes a customer value management strategy via two dimensions of potential value and current value. It provides some advices for individuation sales towards banks.Finally, on the basis of data analysis, this dissertation discusses the possible reason of the potential value gaps. Meanwhile it generalizes the main influences of potential value, and provides some advices for customer value management towards Internet banking.