The Study Of Customer Perceptive Value Of State-owned Bank

The creation of customer perceptive value is the source through which the enterprise achieve profits, while the banking industry is regarded as the engine of the whole economic system, whose rise and fall directly affect the booming and depression of whole social economy; A large number of theory research and practice show that the banking industry witness great changes,and the unique prospective of the guests’ perceptive value study is to enable the bank to view financial products and services of value with the customers’ perspective, so as to realize that the bank’s profit are not provided by of the value of the bank, but by the customer perceptive value. Banks have to provide enterprise and individual with higher perceptive value and the positive interaction, striving for the maximum customers’ perceptive value, so as to improve the benefit of bank by the greatest degree.Because of the monopolistic position of national economy and the protection of national policy, the state-owned bank ignores guests’ perceptive value.therefore the correctly understanding customer perceptive value and effective customer perceptive value management is the key to improve the overall efficiency of state-owned Banks, then the state-owned bank managers understand the nature of customer perceptive value correctly, grasping the rule of customer value perception, which may play a great role to enhance the overall efficiency of state-owned Banks, creating a customer perceptive value has already become the survival and the development strategy link of link, thus state-owned bank managers also must realize high customer perceived value is beneficial for maintaining and increasing customer loyalty and spreading word of mouth, eventually so as to improve the overall efficiency of the bank. Scientificly understanding customer perception mechanism, perception process, the study of perception results and enhancing the technology of customer perceptive value management is very important task that state-owned bank managers is facing.This article, through analyzing the literatures and information in detail and careful arrangement, focus on the customer perceptive value of state-owned bank, mainly making research of following several aspects:Firstly, purpose and significance is fixed, and current situation of the study at home and abroad is discussed, such as the guests’ perceptive value connotation, measure, driving factors, models, and the relationship with the customer loyalty, which make preparation for the filling research. This paper then will discuss the basic theory of banking customer perceptive value, for the banking industry and the basic theory of guests’ perceptive value is discussed, and unifying them to the banking industry customer perceptive value theory. Then it will establish the index of state-owned bank customer perceptive value, and select indicators of index to construct the basic framework, then subdivide customer perceptive value index of the state-owned Banks. The next research establishes framework and completes the questionnaire design and survey, which make preparation for the empirical analysis. Then make an empirical study, through the analysis of samples and inspection hypothesis, thus active the conclusion of this paper. At last, the author will make a summary and outlook, and point out the innovation and the deficiency, finally make outlook of research.The innovation points of this paper lie in the three aspects:(1) put forward the dimension of state-owned bank customer perceptive value;(2) on the basis of theoretical study, put forward the state-owned Banks guests’ perceptive value through the function mechanism model for customer satisfaction of state-owned Banks.(3) analyze overall performance effect and correlation by the guests’ perceptive value of state-owned Banks.