Analysis Of Individual Customer Loyalty Of China Merchants Bank Qingdao Branch

On January 5,2016,People's Bank of China,General Administration of Quality Supervision(AQSIQ)and Standardization Administration Of China(SAC)issued nine financial industry national standards,marking that our country commercial bank service began to enter into the age standardization,internationalization;quality management become the inevitable choice of commercial banks innovation development.The large quantity,wide range of individual clients,is the key to each bank resource contention.Therefore,through the analysis of loyalty and its influence factors to improve the service quality,to increase customer satisfaction and loyalty,become the big problem that commercial banks need to be solved.The main content of the paper as follows: first,through the theory analysis to determine the main factors that influence the loyalty;Secondly,constructs the conceptual model of the factors affecting customer loyalty based on the analysis of the relationship between various factors;Finally,using Structural Equation Model to analysis the quantitative relationship and affecting path between various influencing factors.In view of this,the paper selected China Merchants Bank,Qingdao branch as the research object,uses the questionnaire to collect the data,using AMOS17.0 estimate conceptual model parameters,and obtain the final model by the model evaluation and model correction.The results show that: China Merchants Bank,Qingdao branch personal customer loyalty is influenced by multiple factors,include that the service quality is exogenous latent variables,other as endogenous latent variable;The effect of satisfaction on loyalty is the largest including direct effect and indirect effect;switching costs just have direct positive influence on loyalty;service quality,corporate image and relationship trust mainly have indirect influence on customer loyalty by intermediate variable,its affect still can not be ignored.So,China Merchants Bank have to cultivate and improve their service quality,thus improve customer loyalty.