Improvement Of Customer Relationship Management In Changsha Rural Commercial Bank

At present,China's commercial Banks are faced with increasingly complex and fierce market competition.How to occupy more market shares,attract new customers,enhance existing customer loyalty and maintain the core competitiveness of Banks are always the focus of the majority of commercial Banks.To discuss the customer relationship management of commercial Banks is not only conducive to the improvement of the core competitiveness of Banks,but also can effectively control bank costs and ensure bank benefits.Taking changsha rural commercial bank as the research object,this paper analyzes the current situation of customer relationship management.Based on the literature research of customer relationship management,this paper adopts the questionnaire method,taking changsha rural commercial bank's customers as the research objects,and randomly issues 547 questionnaires.The results show that,on the one hand,service innovation has a positive impact on customer satisfaction,customer satisfaction has a positive impact on customer loyalty,and customer relationship management has a positive impact on customer satisfaction and customer loyalty.This shows that when customers of changsha rural commercial bank experience good customer relationship management activities and services,it will also positively affect customers' satisfaction and loyalty to changsha rural commercial bank.On the other hand,customers' feelings about customer relationship management,customer satisfaction,customer loyalty and service innovation vary with age,marital status,education,occupation and income.Therefore,changsha rural commercial Banks must pay more attention to customer relationship management,increase service innovation,adopt targeted management strategies for different customer groups,and adopt differentiated customer relationship maintenance strategies based on the actual situation of customers.According to the actual characteristics of different customers,make clear the corresponding management focus,improve customer experience,and then improve customer satisfaction and loyalty.