| Customer loyalty research is a hot problem in the field of study on modern human resource management, in theory and practice by scholars both at home and abroad in recent years more and more attention, more and more enterprises put the strategic focus from "product-centric" to "take the customer as the center".Rural commercial bank as a "mainstay" on the financial system in China is to realize the agricultural scale planting and deep processing of agricultural products, rural residents out of poverty and small micro enterprise development play a powerful role in promoting.At present, Bozhou city rural commercial Bank (hereinafter referred to as the Bozhou rural commercial bank) has a certain scale and the basis of, some of the institutional investor also became the northern Anhui NongJin standered bank system.However, the rapid development of Internet financial payment and settlement business of commercial bank’s traditional, financial products, credit products and intermediary business has formed a larger impact.The internet businesses use the Internet users have a large number of online data, gradually began to look at financial services paid by the traditional field of infiltration to transfer remittance, microfinance, cash management, asset management, supply chain finance, fund and insurance on a commission basis, and other fields, this will pose serious challenges to the development of commercial Banks.With the constantly deepening of financial reform in our country, progress of banking financial innovation products and services, products and services increasingly shorten the cycle of imitated by competitors, each commercial bank financial product homogeneity phenomenon is increasingly prominent, customers choose different commercial banks to a product or service obtained the function difference, lead to customer loyalty is not high at commercial banks. So in this context, Bozhou rural commercial bank is not only facing pressure from financial development of the Internet, but also is facing the pressure of competition from other commercial banks business diversification, for example, in the case of Bozhou rural commercial bank how to maintain existing customers, improve the loyalty of existing customers is the key to survival and development in the current fierce competition.In this context, improving customer loyalty become an important work of Bozhou rural commercial bank obviously, the improvement of customer loyalty not only determines the development of Bozhou rural commercial bank process, is also the Bozhou rural commercial bank an edge in the competition.This article is based on Internet financial background of rapid development, study of Bozhou rural commercial bank customer loyalty, and puts forward how to improve customer loyalty. In this paper, the research opens up the research Angle of view of customer loyalty, focuses on analyzing Bozhou rural commercial bank under the background of the Internet financial factors that affect the customer loyalty and put forward relevant solutions.This article uses the research methods of normative analysis, qualitative analysis primarily, from the perspective of Internet finance rapid development Bozhou rural commercial bank to the study on customer loyalty, and puts forward some countermeasures and suggestions. The full text is divided into five parts, including:The first part is the introduction. From the financial impact on customer loyalty of commercial bank, intensifying competition between commercial Banks and rural commercial Banks need to gain advantage in competition three aspects elaborated the Bozhou rural commercial bank customer loyalty research background. The ministry line also introduced through ascension Bozhou rural commercial bank customer loyalty, achieve the enhancement purpose to the bank competitive power, and introduced from two aspects of practical significance and theoretical significance of this article research significance, and draw the technology roadmap of this article research.The second part introduces the relevant domestic and foreign scholars on the definition of customer loyalty, summarizes the commercial bank customer loyalty research status; clear the concept of customer loyalty, and connecting with the actual analysis of the enterprise should be how to improve customer loyalty, and expounds the value of customer loyalty and the factors that influence customer loyalty of commercial bank and the customer loyalty and customer satisfaction. It also introduces the research status of Internet financial analysis of the main mode and the development of the Internet financial trend, and analyses the influence of the Internet financial form the impact of commercial banks, puts forward the Bozhou rural commercial bank should pay attention to improving customer loyalty, and how to improve customer loyalty.The third part introduces the development of Bozhou rural commercial bank and success. This part, through the method of questionnaire survey on the current Bozhou rural commercial bank survey of the current situation of the customer loyalty, take back the questionnaire for the statistics and analysis, summed up the current status of Bozhou rural commercial bank customer loyalty, in-depth analysis the reasons of Bozhou rural commercial bank customer loyalty is low, offer the decision basis for the bank to strengthen customer loyalty.The fourth part in view of the current financial situation of rapid development, the Internet on how to maintain Bozhou rural commercial bank existing customers, enhance the customer loyalty countermeasures and suggestions are put forward. This part is about the use of big data analysis technology, improving customer transfer cost and product quality;paying attention to the communication with customers, improving customer satisfaction;optimizing management mode, and constantly improving the management performance; attaching great importance to the training and guidance, improving the service level of employees; strengthening the construction of the image, and constantly improving the image of the society on how to improve customer loyalty proposed targeted countermeasures.The fifth part is the research conclusion and prospect. In this paper, the study found that Bozhou rural commercial bank can improve the quality of financial products, inhance the level of intelligence outlets, optimize the business site, enhance management service consciousness, improve employee business convenient degree of proficiency, improve outlets environment, strengthening the staff loyalty, improve customer switching costs and improve customer loyalty. It also to this article research limitations and future research direction was prospected. |
