The Relationship Research On Customer Assets And Customer Loyalty

With fully open financial market in our country, fiercer competitionbetween commercial Banks, financial products and services began toappear the phenomenon of oversupply. scrambling for resources andretaining customers become the key factor of competition in the market.Competitive strategy has been changed from product-oriented tocustomer-oriented and customer gradually has become an asset ofenterprises. In the fierce competition for customer resource competition,how to manage customer assets, and winning customer loyalty becomethe core commercial banking research.Based on the state-owned commercial Banks-China constructionbank as the research object, researched on the relation between customerassets and customer loyalty. First of all, by combing the literature, thispaper defines the customer assets theory related to customer loyalty anddetermines clearly customer assets including value of assets, brand equity,as well as relational assets, customer loyalty is divided into customerattitude loyalty and behavior loyalty. Second, determine the value ofassets price, quality, convenience of three dimensions, the brand assetsare brand image, brand awareness of two dimensions, relational assets arecustomer satisfaction, customer trust, customer recognition of threedimensions, and puts forward related research hypothesis. Then,according to the dimensions design response index system, design the questionnaire. Finally, structure equation modeling analysis withstatistical software for data that customer assets have a positive impact oncustomer loyalty, such as: the value of assets, brand equity, as well asrelationship asset respectively associated with customer loyalty. Inaddition, according to the empirical analysis of customer asset indicatorsof service quality, differentiated services, brand image, and properlyhandle the customer complain that impact on customer loyalty is obvious;Customer loyalty to the brand assets, relationships, influence is obvious,but had no obvious effect on asset value. Therefore, this article putforward some proposals according to the empirical conclusions, providefor business ideas, to win the long-term development of the enterprise.