Investigation On Customer Loss Of L Rural Credit Cooperatives And Study On Optimizing Service Value Chain

With the current trend of international economic integration becoming more and more obvious,the degree of financial industry opening to the outside world has increased,and the threshold of banking access has been lowered,and the competition among banking industries has intensified.In addition to the impact of Internet financial companies,private equity funds and public funds on traditional banking products,traditional commercial bank customers are facing serious customer churn problems.Compared with other traditional banks,rural credit cooperatives have their own unique advantages,but the original market share is still subject to considerable impact.This paper takes L rural credit cooperatives as the research object,and explores the application of service value chain in customer churn.Firstly,the concepts,characteristics and evaluation of service value chain,service quality and customer satisfaction theory are studied;secondly,through questionnaire survey and in-depth interviews,the causes of customer churn and the problems and causes of various links of service value chain in L rural credit cooperatives are analyzed;lastly,the service price is put forward according to the main problems existing in L rural credit cooperatives.Value chain optimization strategy.The main conclusions of this paper are as follows:(1)L rural credit cooperatives have lost customers and have not !ost customers in terms of customer satisfaction and customer loyalty;(2)L rural credit cooperatives can improve the status quo by optimizing service value chain;(3)service value chain optimization includes internal service value chain optimization and external value chain optimization;(4)internal service value chain optimization.Chain optimization strategies include helping employees to achieve career planning,broadening promotion channels,improving salary system and strengthening communication with employees;(5)External service value chain optimization strategies need to formulate corresponding countermeasures in terms of tangibility,empathy,assurance,reliability and responsiveness.