Study On The Corporate Customer Loyalty Of FRCB

Chancheng district is the central district of Foshan, a city near Guangzhou, Zhongshan, Shunde and other cities around Pearl River Delta. With the smallest space within the five district of Foshan, Chancheng contributes the third biggest GDP, mainly from the several larger manufacturing industries like ceramics, fabrics and cloth, stainless steel, aluminum, machine manufacturing, etc. While the manufacturing industry and city modernization is going forward rapidly, the farming industry is fading, and the economic entities are mostly SMEs. According to the data of the end of 2014, there are 37 commercial banks within the small district, serving the limited and decreasing enterprises because of the slowing economic development with homogenous banking business. What’s more, the loyalty for bank’s corporate customers is totally different and deteriorating, resulting to the typical feature of smaller contribution to a single bank’ business and weaker stickiness. This is why this thesis is taken for research.This paper takes the case of Foshan Rural Commercial Bank in corporate customer loyalty management. Based on the research result of domestic and foreign scholars on customer satisfaction and customer loyalty, the author decomposed and rearranged the influencing factors of customer loyalty for banks’ corporate customers, and formed a group of assessing factor of corporate customer loyalty. In the following, the author used the related two-factor theory to divide the factors into two groups, one for hygiene factors and the other for motivating factors, and find out the perceptions of both loyal customers and disloyal customers on their influence on loyalty, to discuss the different functions of those factors on managing corporate customer loyalty. Finally a proposal of establishing assessing factor system on corporate customer loyalty is defined, which might provide useful reference for the corporate customer marketing management of FRCB.There are 5 sections in the major part of this thesis. The first section is a general introduction, to give a general concept on the background, purpose, significance and the subject of this thesis. The second section is literature review, including the basic definition, the research results from in and out of China, and the fundamental theory that is going to be applied. The third section is the description of the research subject, with both the introduction of the general information of FRCB and its outer competing environment. In addition, the current situation of corporate customer loyalty and the measures taken by the bank to counter the problem and challenge ofcorporate customer loyalty and the effect are discussed, too. The following section is the most important, case study. In this section, a set of influencing factor of corporate customer loyalty is refined, analyzed and classified into two groups based on the fundamental theory. Besides, by investigating the evaluation of both customers and staff on each influencing factor in the ways of questionnaire and interview, the paper finds the gap between the perceived service satisfaction and the staff’s service standard and modified the classification of the factors. The reasons for the low loyalty are to be followed. The last part is a general conclusion and some recommendation on corporate customer loyalty for FRCB, that is, to establish and continually monitor a set of assessing factors of corporate customer loyalty, to improve the service quality and customer satisfaction of those hygiene factors and develop more motivating factors as well, and so on.To make a summary, this paper suggests that the bank should establish an assessing system of those influencing factors of corporate customer loyalty and continuously monitor and adjust it, and should improve the service quality on those hygiene factors while investigating motivating factors to encourage customers to have reasons of being loyal to the bank.