The Empirical Study On The Effect Of Delivered Value On Customer Loyalty Of Small And Medium-sized Commercial Bank

Implementing customer loyalty management in small and medium-sized commercialbanks could promote the growth of bank and lower costs. Meanwhile, it helps small andmedium-sized commercial bank to establish good brand image, and attract new customers.How to carry out better marketing strategies to maintain the relationship with customersand enhance customer loyalty is the hot issue focused by the banking industry recently.There are many factors affecting customer loyalty. The paper will apply multipledimensions of the theory of customer delivered to analyze it in detail, reviewing the relativetheory and empirical research of customer loyalty and customer delivered value,summarizing the relationship between customer delivered value and customer loyalty.Combining with the characteristics of small and medium-sized banks, the paper completesthe model scale of customer delivered value, establishing a research model and hypotheses,doing factor analysis, correlation analysis, and regression analysis to the survey resultsthrough SPSS17.0, obtaining the following conclusions:(1) There are multiple dimensions in customer delivered value of small andmedium-sized commercial bank, mainly including product value, personnel value, servicevalue, image value, and total cost.(2) Each dimension of customer delivered value of small and medium-sizedcommercial bank have varying degrees of significant impacts on customer loyalty. Eachdimension of customer total value has positive correlation with customer loyalty, the highervalue is, and the higher customer loyalty is. Total customer cost has negative correlationwith customer loss, the higher total cost is, and the lower customer loyalty is.Finally, based on the research conclusions, the paper proposes relative suggestions forcustomer loyalty of small and medium-sized commercial bank: enhancing productperformance, establishing efficient service procedures, training staff capacity, transferringmarketing mode, and expanding brand awareness, so as to create and increase delivered value for customers continuously, achieving effective management of customer loyalty.