Research On A Bank’s VIP Customer Loyalty Of Personal Finance Business

In recent years,with the rapid increase in the level of national income,personal wealth management business has become an important business of major commercial banks.But the bank’s personal wealth management business is the face of diverse needs of individual customers,customers become a scarce resource.Owners with wealth have the greatest contribution to bank profits,but also the financial institutions spare no effort to compete for the focus.So to improve their customer loyalty,to maintain a stable customer resources,and by existing customers to attract more potential customers is to keep the core competitiveness of banks need to solve the problem.On the basis of summarizing the relevant literatures on customer loyalty research,this paper introduces the basic situation of VIP clients of A Bank’s personal finance business,and elaborates from the aspects of VIP customers’ income,income source,asset distribution and the composition of main occupations.Analysis.Then,according to the relevant theory,based on the practice of A bank,the VIP customer loyalty evaluation index system is constructed,and the influencing factors of customer loyalty are mainly service quality,brand equity,perceived value,relationship quality and perceived risk.And designed the questionnaire,A bank personal financial business VIP customer loyalty factors to investigate the factors.Through the analysis of the questionnaires,the factors that influence the customer loyalty are the quality of service,the brand efficiency,perceived value and the quality of the relationship.Finally,on the basis of the empirical conclusion,the paper puts forward some suggestions and strategies to improve the service quality,strengthen the brand influence,pay attention to customer service and complaint handling,and constantly improve the product design and establish the trust mechanism of mutual trust with individual customers.