Research On Loyalty Of Small And Micro Fast Loan Customers Of Bank A X Branch

Generally speaking,commercial banks can increase profits in two ways.One is to attract new customers and increase the number of customers of financial products or services.The second is to maintain a valuable relationship with customers--customer loyalty to improve the number of financial products or services customers repeatedly purchase.At present,the economy is facing downward pressure,the development of the banking industry is slowing down and the cost of constantly developing new customers is increasing and the effect is not satisfactory.Therefore,it is particularly important for commercial banks to improve and manage the loyalty of existing customers.This paper starts from the customer loyalty of small and micro-fast loans of commercial banks,combines the relationship quality theory,and uses the questionnaire method to analyze the current situation of customer loyalty of small and micro-fast loans of Bank A X Branch.The analysis results show that in terms of customer trust,customer commitment and customer satisfaction,most small and micro-fast loans customers are loyal to Bank A.But the customer loyalty stays at the initial stage and has not achieved the deep loyalty.Therefore,this study proposes the following suggestions to improve the customer loyalty of small and micro-fast loans.Suggestions are as follows: first,win customers trust,establish a good corporate image and brand image of Bank A,strengthen brand influence,enhance the reliability of Bank A,and establish a professional customer manager team.Second,strengthen commitment,establish partnership and cultivate emotional identity;increase customer stickiness through cross-marketing;set up the exit mechanism.Third,enhance customer satisfaction,establish a customer-centered business philosophy,optimize the product structure of small and micro-fast loans,optimize the product process of small and micro-fast loans,and deal with customer complaints in a timely manner.This study has a certain reference value for the loyalty of small and micro-fast loans customers of other domestic commercial banks.