An Empirical Study On The Relationship Between Internal Marketing And Customer Loyalty Of Banking

As deepening of Chinese financial market’s opening, the competition increases between international financial companies and local commercial banks. So, in future few years, domestic financial industry will face the cruel competition from foreign financial industry, and local commercial banks have felt the big pressure. Commercial banks belong to a kind of special service industry. It provides customers a lot of financial products and services, and they are similar to each other so much. So the competition between banks is the competition of service quality. As a kind of marketing method to improve staff’s service quality, internal marketing attracts more and more banks’ attention.Through analysis and research, it has been known that what are the main aspects can improve staff’s service quality, and what are the main aspects that can influence customers’ loyalty to banks. The results can help banks know which parts they should improve the most efficiently, and help banks to get customers’ loyalty and increase their international competitively.The paper aims to analyze the relationships between internal marketing, including employee satisfaction, employee’s customer orientation and department cooperation, and customer loyalty, including behavior loyalty, choice loyalty and emotion loyalty, and to verify hypothesis through empirical study. And the results are that employee satisfaction has positive impression on customer behavior loyalty; customer orientation has positive impression on customer behavior, choice and emotion loyalty; department cooperation has positive impression on customer behavior loyalty and emotion loyalty. At last, paper would analyze the results and provide advices for the practical area.