Study On The Tactics Of Promoting Customer Loyalty In Commercial Bank From Perspective Of Customer Engagement

The customer is the source of the profit of the commercial bank,and the long-term and stable cooperative relationship with the customer is beneficial to the commercial bank to obtain the broad market share.Therefore,the promotion of the customer loyalty is the necessary action for the commercial bank to stand out from the competition.With the deepening development of relationship marketing,the dominant logic of service dominance,the continuous improvement of the level of science and technology,the increasing relationship between customers and commercial banks,customers will be based on the interaction with commercial banks may be the value of investment and related cognitive,emotional,substance,Can create value for commercial banks,began to become a common promoter of the development of commercial banks.In this development trend,the customer fit this can reflect the business and customers beyond the transaction and the concept of emotional connection has gradually been the concern of scholars.In this paper,from the perspective of customer fit,the use of literature research methods,survey questionnaire,empirical analysis,in-depth study of customer fit and the relationship between commercial bank customer loyalty.First of all,on the basis of the existing literature,this paper makes a combing of the concept of customer loyalty and customer loyalty of commercial banks,and The concepts,dimensions,and relationships between customer engagement and customer loyalty of commercial banks are clearly defined,and lay the theoretical foundation for this paper.Secondly,on the basis of theoretical research,this paper establishes the concept of the model,puts forward the hypothesis of this paper and carries on the empirical test design.Then,on the basis of questionnaire survey,the hypothesis is analyzed and validated by SPSS system,which reveals the influence path of customer fit on customer loyalty of commercial bank.According to the causal relationship between customer fit and customer loyalty of commercial banks,the paper finally proposes a strategy for enhancing customer loyalty of commercial banks,and takes Y Bank as an example to analyze customer loyalty issues and their promotion strategies.Based on theoretical and empirical analysis,from the perspective of customer engagement,a strategy for enhancing customer loyalty in commercial banks was proposed.Through this study,it is found that the customer fit has positive effect on the improvement of the loyalty of commercial banks.This research enriches the theory of customer loyalty and provides new research ideas and methods for improving the customer loyalty of commercial banks.At the same time,it has implications for enhancing the market competitiveness of financial institutions and achieving sustainable development.