The Influence Factors Of City Residents Choose Bank Research

On December 11, 2006, China joined the world trade organization( WTO) comply with the commitment to allow foreign Banks to enter the Chinese market in an all-round way, causing a large number of foreign Banks poured into the domestic, it brings new opportunities and challenges to the domestic financial market, our country banking industry market competition. In April of 2009, China's financial supervision and regulation department adjusted the city commercial Banks market access policy, city commercial Banks all over the country quickly. Combined with our country accelerate the marketization of interest rate, the Internet financial and bank retail business is developing rapidly, must have a period of time in the future, competition between Banks will be more severe, especially in attracting customers. At this stage, therefore, the study of the influence factors of consumers to choose bank is more important.In this paper, the behavior of urban residents choosing a bank for the study, using questionnaires to collect data using factor analysis on Chinese urban residents Factors Affecting Bank study. To this end, the author studied the consumer behavior, customer choice theory and literature achievement bank behavior, summarized the bank might affect customer choice factors and use Erdener Kaynak analytical framework on this basis, combined with network technology, mobile devices, data security, and other factor s and China's actual basic analytical framework for Erdener Kaynak amendments proposed analytical framework of domestic residential customers choose banks.In order to further verify the analytical framework amended, find out the relationship between the correction factor framework, the author designed on urban residents choose bank factors questionnaire, select Guiyang City, Guizhou Province resident bank customers choose Factors Questionnaire and by means of factor analysis to identify domestic residential customers choose banks the main factors. Finally, consumers of different ages, different genders comparative analysis of different consumer groups on the banks of p reference situation.In this paper, main conclusions as follow: analysis of the main factors come urban residents choose banks based on 28 factors, the mean size of the questionnaire, the top ten factors followed outlets distributed more convenient, easy online payment, ATM machines distributed more convenient, secure online payment environment, banks confidentiality of customer information, banks provide fast and efficient service, warm hospitality and bank employees, bank loan is easier, interest rates(lower interest rates, higher deposit rates), the bank's reputation and external image. Factors urban residents to choose the bank five common factors areconvenience, banking services,Bank security, banking products, the bank visibility; In addition, this paper also sdudy diffrent gender and age in comparative studies, the conclusion is that different gender, consumers of different ages have different conclusions preference when choosing a bank.