Research On Customer Loyalty Of Jiujiang Agricultural Commercial Bank On The Context Of Online Business

The rapid development of Internet finance has shunted a large number of customer resources of traditional commercial banks,which has had a major impact on customer loyalty.As a local rural urban commercial bank,how to stand out from the competition is to strive for more high-quality and stable customer resources,crack the customer loyalty password of the rural commercial bank,and become an important content to enhance the competitiveness of the rural commercial bank.This article aims to explore the rules of customer loyalty of Jiujiang Rural Commercial Bank.The research method uses questionnaire survey to measure the factors that affect the customer loyalty of Jiujiang Rural Commercial Bank,collects 286 questionnaires,and analyzes the proposed Jiujiang The RBC customer loyalty model was verified by regression analysis.In the specific research process,this article first expounds the theoretical knowledge about customer loyalty,and analyzes the meaning of customer loyalty,the classification of customer loyalty,value and influencing factors.Then,based on the operating conditions of Jiujiang Rural Commercial Bank,it analyzes some of the new important influencing factors of current Internet finance on Jiujiang Rural Commercial Bank,and builds a customer loyalty evaluation index system from four aspects: product,service,environment,and image.Secondly,based on the customer loyalty evaluation index system,a customer loyalty questionnaire for Jiujiang Rural Commercial Bank was designed,the reliability and validity of the questionnaire were analyzed,and the influencing factors in the index system of various sub-projects were analyzed.A customer loyalty model suitable for Jiujiang Rural Commercial Bank was developed.Finally,based on the above,the main problems of customer loyalty of Jiujiang Rural Commercial Bank were identified.The study found that the important factor affecting the customer loyalty of Jiujiang Rural Commercial Bank is the current product value perception provided by Jiujiang Rural Commercial Bank to customers,and the bank's service quality and brand image have a significant positive impact on customer loyalty.In addition,the customer's trust in the relationship between Jiujiang Rural Commercial Bank and the switching cost of choosing other institutions played a significant mediating effect between the overall brand value provided by Jiujiang Rural Commercial Bank to customers and customer loyalty.Combining the current operating realities of Jiujiang Rural Commercial Bank,the biggest customer loyalty problem at present is the low value perception of its technology and financial products,the quality of customer service needs to be further improved,the brand image needs to be repositioned and strengthened,and it is necessary to focus on establishing with customers Deeper trust relationships and increased conversion costs for customers choosing other banks.In this way,this research will help Jiujiang Rural Commercial Bank to clarify reform ideas and directions in future business reforms,and provide realistic guidance for its business strategy.At the same time,at the theoretical level,the customer loyalty model constructed in this paper enriches and expands the scope of current loyalty research,and deepens the interpretability and guidance of the loyalty theory.