Research On Customer Loyalty Of S Rural Commercial Bank

Current our country interest rate marketization reform has been basically completed,openness in financial markets are also increasing,traditional commercial Banks facing unprecedented pressure of competition,as a result,foreign Banks,and other emerging joint-stock Banks follow,they rely on the advanced management concept and mode,the original state-owned commercial Banks have a huge impact,the intensified competition in the industry of commercial Banks,especially under the background of financial product homogeneityphenomenon intensified,customer resources began to become the main industry for the object.At the same time,with the rapid development of Internet finance,the behavior of bank customers in using financial products and obtaining financial services has also changed greatly.Internet finance has grabbed a large number of customers through extremely convenient and user-friendly Internet services to bring high-quality customer experience.Strengthening customer relationship management and improving customer loyalty has become an important direction for major commercial Banks to improve market share,profitability and even survival.Compared with the traditional four lines in China,the agriculture bank established time soon,although has obtained the good development in recent years,but the financial products innovation ability,the financial service level,there is still a huge gap,especially the agribusiness three or four line city bank,still stays in the traditional pattern of customer management level,the problem of customer churn.Therefore,under this background,it is particularly important to strengthen the research on customer loyalty of rural commercial Banks.Based on S agri-businesses bank customer loyalty as research object,first of all domestic and foreign research related to customer loyalty to a thorough comb,customer loyalty related concepts are reviewed,based on the research of the related literature shows that the current main factors affecting customer loyalty,and further puts forward customer loyalty influence on bank value path,the influence factors of customer loyalty,the value of commercial bank and improve measures such as basic theory.Secondly,through field research,the author analyzes the current situation of customer loyalty of S rural commercial bank,conducts statistical analysis on the questionnaire,finds out the relevant factors affecting customer loyalty,and summarizes the problems and reasons of customer loyalty of S rural commercial bank.Finally,based on the current situation and the problems found,the author designed ahighly targeted promotion strategy,mainly from the customer segmentation precision marketing,product enrichment and innovation,improve staff service quality,improve customer trust,improve customer conversion costs and other aspects.It can not only further enrich the research on customer satisfaction theories of rural commercial Banks,but also provide some references for the customer relationship management of rural commercial Banks.