Research On The Effect Of Interaction Quality Between Banks And Customer On Brand Loyalty

Along with the gradual opening of the banking and the full advent of Internet Finance era,commercial banks are facing the unprecedentedly fierce and homogenized market competition.The quality of service has become a key link for banks to promote the brand image and win competitions.However,there is few studies on how service interaction quality improve the customer perceived value and brand loyalty from the perspective of interpersonal social interaction.Based on this,This study has constructed a research model of the influence of commercial banks-customer interaction quality on brand loyalty.And then this study has analyzed the data using empirical research and SPSS and AMOS,which is collected a total of 314 customer samples in 24 provinces.This study has found that:(1)Commercial bank and the customer' interaction quality has significant positive influence not only on repurchase intention,but also on Positive Word-of-mouth.(2)Bank and customer interaction quality,interpersonal interaction quality and environment interaction quality all have high significant positive influence on customers' perceived value.(3)Customers' perceived value has high significant positive influence not only on repurchase intention,but also on Positive Word-of-mouth.(4)Customers' perceived value has partial mediating effect in the influence process of bank and customer's interaction quality and interpersonal interaction quality on repurchase intention,And the environment interaction quality has partial mediating effect in the influence process of repurchase intention and positive word-of-mouth.(5)Customer trust has moderating effect in the influence process of the perceived value on positive word-of-mouth,but in the perceived value has no moderating effect in the influence of repurchase intention.This study has found that perceived value is the intervening variable of the influence of bank and customer's interaction on brand loyalty,revealing the middle process of the influence of bank and customer's interaction on brand loyalty.And to a certain extent,the study has enriched the theory of relationship marketing,meanwhile,has expanded the research category of service interaction quality in other fields.The conclusions has provided beneficial enlightenment for the interaction quality of commercial bank service and brand loyalty in our country.