The Research On Relationship Value Of E-bank

Development of information technology, the changes of market conditions and customer concept lead to profound changes in marketing concept, methods, and channels, marketing management from the traditional transaction marketing change into relationship marketing. Relationship value is an important research topic of Relationship Marketing, how to build and develop long-term relationships with customers has become the focus of marketing scholars and practitioners. In the bank sector, in order to adapt to the rapid development of new business models,such as electronic commerce, electronic services, and bank complex and intense competitive pressure, the development of E-bank has become a financial innovation, an important strategy to compete. However, how to realize that consumers accustomed to the traditional bank business become into the spending habits of E-bank, how to win and retain customers, maintain long-term relationships with customers, thus achieving maximum customer value and meet long-term development bank interests. Commercial banks to carry out E-bank services have to think about.In this paper, customer relationship value of customer perspective as a starting point, major commercial banks as the study sample, the first, by analyzing and summarizing on the literature evaluation of relationship value by many scholars, to construct a theoretical model of relationship value of the E-bank, and put forward relevant assumptions; and then through interviews and questionnaire collecting data, to examine the model and hypothesis; Finally, integrate conclusions of empirical analysis and the management practice of E-bank, and put forward measures to enhance relationship value. In this paper, results are as follows:The frist, on the basis of the literature research and combined with E-bank features, construct relationship value theoretical model of E-bank.In the model, the relationship value is constitute of two basic factors including the relationship benefits and relationship costs,and through relationship trust and relationship commitment impacting relationships loyalty, consumer self-efficacy will be affect on relationship value, relationship commitment, relationship trust and relationship loyalty.The second, through relationships value empirical analysis of E-bank, relationship benefits and relationship costs through the relationship trust and relationship commitment impacting on relationship loyalty. Relationship interests and relationship loyalty are positively correlated, relationship interest contains four dimensions, in which convenience interests have greatest impact on relationship loyalty, functional interests and economic interests have rather impact on relationship loyalty, customized interests have least impact on the relationship loyalty; The relationship cost and relationship loyalty have negative correlation, relationship cost includes three dimensions,in which privacy cost have greatest impact on relationship loyalty, learning costs and operating costs have considerable impact on relationship loyalty. Also found that self-efficacy of consumers on the network will affect consumer relationships value awareness of E-bank, thus affecting the relationship trust, relationship commitment and relationship loyalty.The third, this study combines conclusions of empirical analysis with the management practice of E-bank, this paper from the corporation level, operational level and technology level proposed strategy of E-bank to enhance relationship value, in order to provide reference in the theory and practice, for strengthening commercial banking that conduct E-bank business its competitiveness. In the company level, mainly to build customer-centric culture, build customer-focused organizational structure, establish the appropriate multi-level value chain support system; in the business level is constantly innovation on the internet financial varieties, marketing and service, providing a variety of products and services and new marketing methods and concepts;in the technical level, Mainly refers to the use technical means to provide an easy and secure E-bank interface for customers.