A Research On The Influencing Factors Of Customer Loyalty Of Q Bank

Rapid economic development has brought high speed accumulation of capital. Regardless of the individual capital or corporate capital, the banks are important way to deposit and manage monetary wealth. Different types of capital present the diverse needs for banking products and services. Viewed from the bank supply, the domestic banking sector presents flourishing of the state, at the same time, the influx of reform and opening up brought in many foreign banks which will have a share in the Chinese capital market. As a large domestic stock commercial bank, Q bank is faced with huge opportunities and challenges in the booming capital market.In fierce competition in domestic and international banking market, facing with complex market demand for products and services, how to win customers and continue to expand market share has become the most important issue for major banks. For the banks, customers means capital and performance. However, it costs so much to dig customers and maintain relationships customer. As a rational economic man, the major banks naturally tried to pursuit of maximizing benefit in the meantime to reduce the cost of in the development process. Existing studies show that a steady customer brings a higher rate of return than new customers. In addition loyal customers not only bring in relatively stable profits, but also to a certain extent, bring more potential customers for the bank. Therefore, improve customer loyalty has played a crucial role in winning and retaining customers, expanding market share goals.On the basis of summarizing literature at home and abroad and through a series of theoretical analysis, this paper summed up ten factors which may affect customer loyalty from the three aspects of bank, employees and customers. And then the researcher got customer evaluation for the Q bank through the questionnaire survey method. Factor analysis gathered the factors affecting customer loyalty into five aspects, which are service the quality of the staff, location convenience and hardware conditions, customer relationship trust, corporate culture and product attributes, and switching costs and emotional identity. The correlation between the influence factors and the characteristics of the respondents personal information found that young customers to evaluate the location convenience and hardware conditions is relatively low compared to older customers. Highly educated customers are more sensitive to the conversion cost and have strong emotional identity degree. The longer the customer accept services the lower is the satisfaction of service quality of employees. Customers who got higher monthly income had the higher degree of trust of Q bank.According to the results of the data analysis, six methods to improve customer loyalty are proposed in this paper. Are the target customer segmentation, improve employee service quality, including target customer segmentation, optimizing site selection and hardware conditions, cultivating customer relationship trust, improving the "soft power" and improving the conversion costs and the cultivation of emotional identity, etc.. This paper puts forward some feasible ways to improve the customer loyalty, and it has a certain significance to the development of Q bank.