Study On Customer Churn At Agricultural Bank Of China's HY Outlets And Its Countermeasures

With the deepening of China's reform and opening up,the speed of economic development has declined and the quality of development has been improved gradually.The development environment that traditional commercial banks should deal with is also undergoing tremendous changes.On the one hand,the market competition is getting more and more fierce,and the homogeneity of inter bank products is obvious.On the other hand,the impact of Internet and Internet financial ecology seems to take away many bank customers.Customer volume is the basis of bringing benefits to banks.However,with the change of market environment,banks are facing many difficulties and problems in the process of development,transformation and upgrading.Among them,the loss of customers caused by the decline of quantity in banking hall is undoubtedly an important problem in the current bank management.Therefore,this paper takes HY Branch as an example to investigate and analyze the causes of customer churn,and put forward relevant countermeasures,in order to improve the management standard and the market competitiveness of the Agricultural Bank Of China(ABC).This paper analyzes and discusses the current situation and causes of customer churn in HY Branch of ABC,taking this as the starting point,and then puts forward some countermeasures for commercial banks to retain customers.This paper first introduces the background and significance of this research,then introduces the related research status of customer churn theory,customer value theory,bank customer management and customer retention at home and abroad,and puts forward the author's own framework and ideas.Then it introduces the basic situation HY Branch's customer churn,designs the churn index by using the analytic hierarchy process,and designs the questionnaire survey from five aspects of customer service,product factors,online electronization,security and customer factors,and quantifies the results of the questionnaire,so as to realize the analysis of the current situation and causes of HY Branch's customer churn,and strive to find the fundamental causes of HY Branch's customer churn.Finally,from customer service,product factors,online electronization,security and customer factors,this paper puts forward relevant countermeasures for HY Branch to retain customers,in order to guide HY Branch to better deal with customer management work under the new situation,improve customer loyalty and satisfaction to the branch,and provide relevant reference for the industry to effectively handle customer relations.