Study On Commercial Bank Brand Competitiveness Based On Customer Loyalty

With the overall openness of the financial sector, foreign banks in China are beginning to develop gradually. Even though the commercial banks in China may use the opportunity to learn advanced management concepts and experience, Chinese commercial banks are facing pressure due to fierce competition. At the same time, they starts to value the functions of brands. Moreover, the similarity of bank products propels commercial banks to pay more attention to customers'demands and make products by taking customers demands into consideration. it is believed that only by considering customers'demands fully , banks would be able to offer customer-satisfied products , services and gain customer loyalty to win markets.The paper tries to analyze the brand competitiveness of Chinese commercial banks in term of customer loyalty. Firstly, make a review of the past theories by stressing on brand and customer loyalty, then; analyze the factors which influence customer loyalty and bank brand competitiveness as well as their relations by being based on previous theories and researches. The paper points out that customer loyalty is one of the essential driving factors in bank brand competitiveness. It is the bank brand competitiveness that offers support to customer loyalty. Secondly, the paper selects the assessment index of bank brand competitiveness in China based on customer loyalty, which emphasizes on the establishment of assessment system and assessment model, finally makes application analysis of the model.The paper theory shows that there are certain effects between customer loyalty and bank brand competitiveness. By applying analytic hierarchy process and fuzzy comprehensive evaluation, the paper establishes the assessment index system concerning customer loyalty and bank brand competitiveness, illustrates that the effective ways to raise bank brand competitiveness are as following: enhancing customer service, improving customer perception, and adding customer value.