The Empirical Research On The Influence Of Internal Service Quality In Commercial Banks And Internal Customer Loyalty

Along with our country’s accession to the WTO and the deepening reform of financial system, commercial Banks in China faced with the increasingly fierce market competition environment. There have been more than100large and medium-sized joint-stock commercial Banks, city commercial Banks and increasing shares of foreign bank so far.The modern financial marketing will play an important role to enhance the overall performance of the commercial Banks in such fierce competition. Financial marketing, usually refers to financial institutions to put customers as the center position, give full consideration to their own internal and external resources, and adopt the integrated marketing methods to sale some valuable service and products of the financial institutions to the target customer, in order to meet customer needs and achieve the aim of business financial institutions themselves, and ultimately realize mutual profit in both situation of customer and financial companies.The financial marketing can help financial institutions in the complex market environment to carry out the intensive management, put the limited resources to produce the largest benefit. Anyway, to carry out effective financial marketing is the core competitiveness of financial institutions to improve and maintain their own strategic deployment and inevitable choice.The main contents of this paper are as follows:Chapter1:introduction, this part introduced research problems and significance, research framework, research innovation and deficiency.Chapter2:theoretical foundation and literature review. This part study literature and clarify the follow-up theoretical support, mainly including the internal service quality, job satisfaction, trust, customer loyalty.In each part of the research review, first of all, we made a brief review on the research of predecessors, to comb the basic concept of the definition of the variables in this paper, then we study the basic connotation. Chapter3:research model and hypothesis. This section establishes concept model and put forward the corresponding research hypothesis.Chapter4:analysis and results. This part first elaborated the questionnaire measurement, distribution and collection, and has carried on the exploratory factor analysis to questionnaire of individual scale, and analyzed the reliability of the total amount of tables and tables for the components. Secondly through the descriptive statistics to summarize the basic findings, again taken the correlation analysis and regression analysis. Finally we inspected adjustment and mediary role and put forward the assumption of validation.Chapter5:typical realistic perspective, this chapter selected industrial and commercial bank in yibin, There are four parts in this chapter:Basic situation, main business measures and business performance show interpretation and management practicesChapter6:research conclusion and prospect. This section first discusses the main conclusions of this article, and then prospected the next research, finally put forward the corresponding management Suggestions and countermeasures.