Research On Personal Customer Relationship Management Strategy Of China International Trust And Investment Corporation Bank Lanzhou Branch Based On Satisfaction Survey

With the sustained development of Chinese macro economy and retail industry,the financial demands of customers are constantly changing.Commercial banks are actively looking for a new way to accelerate development."Customer experience" is regarded as the core competitiveness of new retail era.Advanced commercial banks have focused on customer relationship management.As one of the national commercial banks,CITIC Bank has to re-survey the environment of the market,customer demands and self-development,and make every effort to lay out the development strategy of "great retail".However,in the current situation of customer relationship management,CITIC Bank Lanzhou Branch encounters problems of products and services.It is extremely important to solve these problems.The paper is divided into seven chapters according to the above problems.The first chapter is a comprehensive introduction.The second chapter summarizes the core theories of customer relationship management and customer satisfaction with the help of literature analysis,which forms the theoretical foundation of the paper.Chapter three demonstrates the urgency and necessity of optimizing the personal customer relationship management of CITIC Bank by describing the overall situation,retail business and the personal customer relationship management.Chapter four collects the influencing factors of customer satisfaction by using focus interview and questionnaire survey,and obtains the weight of these factors by analytic hierarchy process.Chapter five puts forward the optimization strategy based on the conclusion of the questionnaire.Chapter six shows the implementation difficulties and guarantee methods of optimizing strategy;Chapter seven is the research conclusions and prospects.This paper summarized the optimizing strategy of customer relationship management from the perspective of products and services with the help of the analysis and study of advanced bank's retail business.It also provides supporting measures from product innovation,marketing plan design and marketing activities organization.The research based on the dilemma and practical problems of CITIC Bank.It is a guidance to explore feasible and scientific solutions and paths which based on the customer satisfaction perspective and theory.This will certainly provide an important guideline for the transformation of retail business and the development of personal customer relationship management of CITIC Bank.In addition,the research will provide reference for similar commercial banks.