Research On The Relationship Of Customer Perceived Value,Customer-company Identification And Customer Loyalty

With the development of the economy,the number of commercial banks in China has grown tremendously,and the products and services provided have become more homogeneous;Internet finance,The rapid development of three-party payment and e-commerce has weakened the importance of banks to users to a certain extent,and made commercial banks face more and more challenges in terms of user acquisition,retention and maintenance.It is particularly important for domestic commercial Banks to establish a good relationship with customers and realize their recognition of commercial Banks' business and services through improving customer perceived value and finally achieving customer loyalty.Based on the literature review found that although some scholars began to explore the customer perceived value,customer-corporate identity and the relationship between the customer loyalty,but due to the customer identification concept put forward by the time late,the domestic scholars for the influence factors of customer-corporate identity,the result variable research is relatively small,still need to further explore how to implement customer loyalty through customer-corporate identity.This study takes the customers of commercial banks as the research object.According to the past literature and the reality of commercial banks,the relationship model between customer perception value,customer-enterprise identity and customer loyalty is constructed.The collection is collected by SPSS20.0 and AMOS20.0 statistical analysis software.Descriptive analysis,reliability and validity tests,correlation analysis,and hierarchical regression analysis were performed on 353 commercial bank customer questionnaires,validating the relationship model and research hypotheses.The results show that customer perceived value has a significant positive impact on customer loyalty.Customer perceived value has a significant positive impact on customer-enterprise identity.Customer-corporate identity has a significant positive impact on customer loyalty.Customer-enterprise identity plays a part of intermediary role in the relationship between customer perceived value and customer loyalty.