| Against the background of Internet Finance,Interest Rate Liberalization and Inclusive Finance,community bank comes into being.Besides policy bank,State-owned commercial bank,foreign bank and partnership bank,community bank becomes the fifth type.Community bank plays an important role in China's banking system.In 2006,China's community bank began to develop.At the beginning of 2013,China's Minsheng Bank,Industrial Bank,and Shanghai Pudong Development Bank scrambled for superior resources to establish community banks.Since then China's community bank has developed quickly.But at the end of 2013,it was forbidden by the CBRC.It began to develop gradually in 2014.Since 2016,some community banks have been closed,community bank has encountered unprecedented obstacles in development.As we all know,community bank customer loyalty is the key to the healthy development of banking industry.The whole banking industry is based on various credit relations.In view of late start,small scale and less business type,customer loyalty is obviously important to the development of community bank.Therefore,it is urgent to improve the community bank customer loyalty.This article aims to make a research on the influence factors of customer loyalty to community bank,by taking Jinan as an example.Based on marketing theories,the first two chapters systematically states the present situation of related research and discussed the necessity of improving customer loyalty.Then,the article analyzes the relationship between service quality,consumption satisfaction and customer loyalty of community bank in chapter 3.In the fourth chapter,by using the first-hand data collected from the questionnaire,the paper constructs a structural equation model,and makes a quantitative evaluation and a reliability analysis to the relation model of the three.The results show that the model has a better fitting effect:the service quality of community bank makes a positive influence on customer loyalty.At the same time,consumer satisfaction is also significantly affecting customer loyalty.According to further analysis,"responsiveness" has the most impact on the service quality of community bank,while the dominant and tangible factors have the greatest impact on consumption satisfaction.Based on this,in chapter 5,the author suggests that community bank should grasp the actual demands of customers,improve service quality and strengthen customer loyalty.At the same time,we should pay attention to the detail,strengthen customer experience and increase customer satisfaction,and thus we can enhance customer loyalty and build long-term customer relationship. |
