Research On The Trust And Repair System Of "Butterfly" Customer In The Crisis Of Bank Of Communications,XY Branch

Customer's high trust is the cornerstone of commercial bank's survival and development.But that trust is not static.Some scholars have studied modeling to show that customer trust is constantly evolving and changing in communication and interaction after establishing initial trust with the bank,which is vulnerable to various negative events and behaviors.Especially in recent years,with the spread of the Internet and fermentation,the famous "Xu Yuyu tuition was tricked into event","a governor billions of customers use forged contract seal to defraud financial funds","the G20 summit in ATM machine for unauthorized event" frequently appear in the "out",bank customers trust crisis.In the face of these crises,however,it is inconceivable that many Banks would do more than "throw the pot".Banks must recognise that customer trust is the bank's most important social capital.First of all,we should distinguish between customers and key customers,and take corresponding trust to repair and cultivate them.Wenxian Wang et al.in 2012 in research of personal customer loyalty based on RFM model,according to the customer loyalty and overall revenue contribution,the commercial bank customers can be divided into,barnacles,butterfly,stranger,"friend".Among them,the "butterfly" customer refers to a group of customers whose income contribution is higher than the average level and their loyalty is well below the average level.For commercial banks to maintain customer cost-benefit ratio is far lower than the development of cost-benefit ratio,if can maintain living this kind of customers,can provide large Banks to increase profits,is a long-term development perspective."Butterfly" customer trust is affected by the crisis event damaged,few Banks take reasonable trust,norms and positive measures to repair work,the author as a bank practitioner,can't help thinking: in the face of their own bank in crisis event need to cope with the situation,managers should do? Based on the theory of attribution,trust repair process and repair strategies for reference,combining with their own bank on customer trust repair management present situation,found that many relevant trust repair system to formulate and carry out the gaps and deficiencies,and put forward the strategic and tactical both customer trust repair system,the content including the organizational structure and responsibilities,customer trust repair process management and customer trust repair management of contingency plans,customer trust repair daily plan,and draw the conclusion: 1,the bank will focus on the good faith construction,higher initial trust;2,the repair work should take the corresponding repair strategy for the trust damage type;3,the bank should actively build the customer trust evaluation system and focus on the change of trust;4,improve the risk management system and reduce customer risk perception;5,attach importance to personnel quality construction,strengthen bank reputation management.