Research On Enhancing The Customer's Loyalty Based On CRM Of The PF Bank Branch

With China's entry into WTO and the opening financial market,China's banking industry has to be confronted with more intensive competition with their oversea counterparts.Furthermore,the management mode has been transferred from“product-centered” to “customer-centered”,making customer segments and providing differentiated and diversification services.So it is necessary for us to implement new management theory,that is Customer Loyalty analysis based on CRM strategy(customer relationship management),which is mainly discussed in the following thesis.CRM management theory is a system that with the help of advance IT technology,customers' information recourses can be integrated and shared among the different division of the enterprises,thus providing decision-making basis for the manager and enhancing the customer's satisfaction and value-creativity.The analysis of “the customer's loyalty” has been attached greater importance by the theorists and the management of enterprises since the establishment of the theory of CRM.With the development of CRM,the study and the practice of “the customer's loyalty” has been stepping into a new stage,providing favorable conditions for competitiveness of the enterprises.Using the questionnaires form the customers of PF Commercial Bank,this paper makes practical analysis in terms of factors which could have an impact on the customer's loyalty and evaluate the appraisal system of customer's loyalty about some branches of PF Commercial bank.Based on the data mining this paper tells the status-quo of PF Commercial bank in terms of the customer's loyalty and figures out the strength and weakness,aiming to provide enhancing strategy and more specific tactics in terms of customer's loyalty based on CRM theory.Firstly,this article introduces the theory recourses and background,and then reveals the relationship between the methods and purses of these two management theory.On the basis of both theoretical and practical analysis,the thesis provides effective ways to enhance the overall management skills with the aim to create the value for both customers and enterprises to the large extent and set up a customer-oriented enterprise culture.