A Study On The Influence Of Rural Financial Service Quality,Customer Satisfaction On Customer Loyalty

With the advancement of socialism new countryside strategy, China attaches great importance to the "agriculture, countryside and farmers" work."Three agricultural issues" are inseparable from financial support. To promote the reform and diversification of rural financial institutions, our country vigorously guides and supports its development in policy-making. As a result, foreign and domestic financial capital flocks to the countryside, all kinds of rural financial institutions and financial networks continue to increase and the competition is increasingly fierce in financial sector. Today the competition between enterprises is in fact, the competition of customers. Many scholars’ researches and enterprises successful experiences show that blindly occupying the market is not as good as effectively possessing the customers. It’s a necessary choice for enterprises to improve the service quality, customer satisfaction, and go further to cultivate customer loyalty to win the competition. Practically speaking, customer loyalty can bring potential value for the enterprises and has vital significance to the survival and development of enterprise. Under the circumstances of increasing competition and rising cost for customers, only the financial institutions with many loyal customers will win in the fierce competition. Therefore, it is of important significance to deeply analyze the impact of financial services quality, customer satisfaction on customer loyalty for promoting the development of rural finance.Currently, the researches of rural financial institutions mainly focus on the macro level, studies about rural finance and its customers are very few in number and the research content is quite single. This paper, from the perspective of customers, using the method of literature review and empirical research, conducts a questionnaire survey of customers in main rural financial institutions in eastern, central and western areas in China, a total of17provinces (municipalities) and makes descriptive and empirical analysis on service quality, customer satisfaction and customer loyalty, so as to provide reference and suggestions for the management of rural financial institutions. The results show that the overall service quality of rural financial institutions is generally satisfactory, reliability performs great, deterministic well, but still needs to be improved in tangibility, responsiveness and especially in empathy; The overall customer satisfaction is fairly high but satisfaction on service attitude is lower, which means service attitude may need to be strengthened; as for customer loyalty, cognition loyalty is relatively lower and attitude and behavior loyalty are relatively higher; Rural financial service quality and customer satisfaction have a significant positive effect on customer loyalty, service quality affects customer satisfaction and customer satisfaction can improve customer loyalty.