Empirical Research On Commercial Bank Personal Customer Retention Drivers

Personal finance business as most commercial Banks to improve profits income, to reduce the management risk of strategic business lines, are in the commercial bank of business development occupies the important position. Keeping the high degree of customers can not only for enterprise profits bring stability to grow, and also can spread positive public praise for the enterprise, and enterprise products and services of price increases have strong applicability. Therefore, the individual customer retention became of commercial Banks’ personal financial business efficiency level of an important way.The article in the domestic and foreign customer retention of combing theory, and in the customer retention driving factors such as the literature research foundation, takes the Tianjin Rural Commercial Bank (Tianjin Agriculture and Business Bank) individual customer retention degrees as the research object, the selection of double factors theory as the main theoretical basis, and referring to the scholars about the customer retention before the formation mechanism and customer perceptive value and relationship between the relationship quality benefits, and the commitment-trust theory, and so on the related research achievements, and established the customer perceptive value and relationship for personal gains customer retention of the factors driving, customer satisfaction, customer trust and customer commitment as the middle variable concept model. Based on the structural equation model statistical analysis method for the main research method, and based on the area of Tianjin Rural Commercial Bank individual customers questionnaire survey data collected for the concept of to set the model test, the correction, and finally form the commercial bank individual customer retention model.The main conclusions of validation:guests’ perceptive value through the customer satisfaction and customer trust to the customer retention have indirect positive effect; revenue through the customer trust and relationship between customer commitment to customer retention have indirect positive effect; customer satisfaction to the customer retention have direct positive role, and through the customer trust to the customer retention have indirect positive effect; customer trust to the customer retention have direct positive role, and through the customer commitment to customer retention have indirect positive effect; customer commitment to customer retention have direct positive effect. The article research widen the customer retention perspective, the evaluation of an individual in the commercial bank customer retention degrees and promote the customers keep degree provides empirical basis. The article in Tianjin agriculture and business bank puts forward Suggestions with reference value, and points out that the study limitations and future research direction.