| With the continuous improvement of the socialist market economy and the deepening of opening up,the domestic banking industry is becoming more competitive.How to stand out in the fierce market competition,how to improve the market share,how to improve customer loyalty,has become an urgent problem to solve the major commercial banks.Research on customer loyalty,the domestic scholars have achieved fruitful results,and summarizes the customer specific forms of high loyalty,such as repeat purchase,recommend others to use,but also pointed out that emotional dependence,between customer loyalty and customer contribution two are positively correlated.Therefore,in order to realize the rapid development of commercial banks,we must attach great importance to customer relationship maintenance work,and strive to improve customer loyalty,and effectively enhance the contribution of customers to the development of the bank.The current major commercial banks to improve customer loyalty is the main approach to accelerate the innovation of financial products and enhance the level of financial services,but with the development of Internet information technology education popularization,financial product innovation cycle is greatly shortened,but also makes financial products are relatively easy to be copied,the major commercial banks to launch similar financial products.In this case,the choice of financial products for customers to show a strong randomness,in other words,also has a huge impact on customer loyalty.As a pioneer of reform of rural financial system in Jiangxi Province,Y rural commercial banks in order to achieve healthy and sustainable development,we must focus on how to improve customer loyalty,strengthen the research on factors affecting customer loyalty and achieve steady deposit deposit growth target,and promote the business development.In this study,the author first briefly introduces the research background and significance,and the domestic and foreign scholars on the Internet financial,customer loyalty,customer loyalty and customer loyalty of commercial banks influence on bank value research path analysis,determines the research contents and methods.And then selected the Jiangxi province Y rural commercial bank as a case analysis,through field research,introduces the development status of Y rural commercial bank and the customer loyalty of traditional management methods and modern management methods.In addition,in order to accurately grasp the factors of Jiangxi province Y rural commercial bank customer loyalty,carried out a questionnaire survey of the employees and customers,summed up some factors influencing customer loyalty,such as: the variety of financial products,financial products pricing is unreasonable,the low quality of service outlets,poor environment etc..Finally,in the basis of in-depth analysis of factors affecting customer loyalty,combined with the actual situation of Jiangxi province Y rural commercial bank,the Internet financial background to improve customer loyalty five suggestions: The first is the use of the Internet technology innovation of financial products;the second is to enhance customer satisfaction by means of Internet technology;the third is the introduction of Internet technology to optimize the internal control system the fourth is the emphasis on staff training;to improve the service level;the fifth is the importance of image construction,establish brand awareness.Through the study of Jiangxi province Y rural commercial bank customer loyalty of Internet financial background,can provide theoretical guidance for the further improvement of Jiangxi province Y rural commercial bank customer loyalty,but also for other commercial banks to optimize customer relationship management to provide a reference. |
