| According to the data released by the Ministry of education,China’s total investment in Higher Education in 2020 is as high as 1399.9 billion yuan,an increase of 3.99% year-on-year,but it is still unable to fully meet the funding needs of many colleges and universities.On the one hand,this means that the state not only pays attention to high-quality economic development,but also puts forward higher requirements for educational development;On the other hand,it also reflects the large amount of funds required for education development,which is a huge opportunity for major financial institutions.At the same time,the development of commercial banks is more and more comprehensive,and the diversity of business types and business objects is more and more obvious.Among them,the growth and stability of colleges and universities make them compete for the development objects of major commercial banks in recent years,and develop and carry out more Bank University cooperation projects.While the bank school cooperation brings development to both sides,it also exposes many problems of commercial banks in the process of cooperation,which affects the quality of cooperation between the two sides.How to improve the customer loyalty of colleges and universities through effective ways and promote the bank school cooperation to be carried out more qualitatively is of great significance to the sustainable development of commercial banks.Therefore,this paper is based on the service profit chain theory.Taking the bank school cooperation project of A branch of Bank of communications as an example,this paper studies and analyzes the current situation of bank school cooperation,so as to provide reference for commercial banks in improving customer loyalty in Colleges and universities.Firstly,this paper uses the literature analysis method to sort out the existing research,including the introduction of service profit chain theory,the role of service profit chain in enterprise development,the impact of customer satisfaction on enterprise development,and the current development status of domestic bank school cooperation.Secondly,taking the bank school cooperation project of A commercial bank as an example,this paper analyzes the current situation of the bank school cooperation project of A commercial bank,and analyzes the problems in the cooperation from the two aspects of internal and external loyalty of A commercial bank and cooperative universities from the perspective of service profit chain theory.Then,according to pest model and Porter’s five forces model,this paper analyzes the political,economic,social and cultural environment of the development of commercial banks and the competition in the commercial banking industry,studies the respective motives and advantages of commercial banks and Universities under the theme of Bank University cooperation,and puts forward the inevitable development trend of the theme of Bank University cooperation.Finally,based on the case of commercial banks,this paper puts forward suggestions and measures for the future development of bank school cooperation,hoping that the future bank school cooperation project can be further promoted and create greater benefits for both banks and schools. |
