Research On The Influencing Factors Of Individual Customer Loyalty Of Rural Commercial Banks In Akesu

Nowadays,as one of the important parts of the financial industry,the banking industry has an irreplaceable and irreplaceable role in maintaining the stability and development of the region’s economy.With the increasing number of banks in Akesu,the competition is becoming more and more intense.For the banking industry,the quantity and quality of the customer is the embodiment of its comprehensive competitiveness,so is the rural commercial bank in Akesu.Therefore,this paper makes a specific study on the factors affecting the loyalty of individual customers in Akesu rural commercial banks.This paper firstly discusses the necessity and feasibility of this paper,and this paper’s theoretical basis and literature basis;secondly,according to the specific situation of domestic and foreign scholars and Akesu rural commercial bank put forward the influence factors,measurement scale and preparation variables;thirdly,this research and data collection process in this paper,and the data collected for inspection,to ensure compliance with the requirements of the empirical analysis;then,on the basis of the above research data,the research model of this paper,using the method of structural equation model,hypothesis testing,and finally draws the following conclusion: first,Akesu rural commercial bank individual customer loyalty effect although the factors in four aspects of service quality,perceived value,perceived risk and conversion costs,but one of its most obvious influence The quality of service;second,the Akesu rural commercial bank’s individual customers,will not have a significant impact of perceived risk of the individual customer loyalty;third,the Akesu rural commercial bank’s individual customers,for its perceived value though it can have an impact on the individual customer’s loyalty,but the degree of influence is the quality of service low;fourth,the Akesu rural commercial bank’s individual customers,showing the cost for customer satisfaction showed a significant negative effect,also have a significant positive impact on customer loyalty;fifth,the research shows that customer satisfaction can significantly positive effect on customer loyalty;finally,according to the above research conclusion,this study puts forward management suggestions and research problems and prospect and innovation.