Analysis On Affecting Factors Of Customers' Demands For Banks' Personal Assets Management

Personal assets management is an important source of profit for commercial banks. Although personal assets management is relatively newly born in China, it has a broad prospect.The subject of this paper is the customers' demands for banks'personal assets management. Based on the KANO model, customers' demands can be divided into 3 levels: must-be demands, expected demands, and attractive demands. We first discuss the affection degree of these three demands on customers' aggregate demands in detail. Then empirical analysis is done by using SEM model. After reviewing literatures written by researchers both home and abroad, we collect data by surveys, which will make the result more objectively and reliably. According to the development of the personal assets management in China, relevant knowledge is utilized to build a concept model of affecting factors, which consists of must-be demands, expected demands and attractive demands as its latent variables. The descriptive statistical analysis through SPSS presents the distribution of subjects' options. The analysis of reliability and validity along with confirmatory factors analysis are done by AMOS in order to evaluate the measured model proposed. The conclusion is drawn by referencing the evaluation criterions:the SEM model we proposed shows a good fitting result with high validity and reliability.The results of the survey and the empirical study show that must-be demands, expected demands and attractive demands all have positive affection on customers' demands. Besides, we respectively calculate the route coefficients of 5 groups of customers, partitioned based on their ages. Then a trend chart is plotted, with age as its lateral axis and route coefficients as its vertical axis, which clearly reflects the changing of factors impacting on customers' demands at different ages. This may help provide commercial banks with suggestions about how to more pertinently design new products and provide services. In view of the empirical study results, this paper puts forward some corresponding measures for commercial banks from these three standpoints.