Research On The Impact Of Bank Branch Channel Construction On Customer Loyalt

The competition between banks in China has become more and more fierce after China has joined into WTO.Foreign banks came to China and the development of technology challenged the banks in China.Because of the internet finance,a lot of things has changed,people can do a lot of transactions through internet rather than go to the outlet,all of these has an effect on banks.The outlets is an important channel of banks,where banks develop their customer,maintain customer relationship,improve the brand image,however,most outlets only open at the fixed time,and its location is not flexible which is sometimes inconvenient for customers.The weaknesses of the outlets is exactly the advantages of the internet finance.What’s more,the costs of running a outlet is not a small amount,while the profits of the banks are going distracted by the internet.And also the customers has been distracted by the internet.Customers is the foundation of the development of banks.If the bank wants to maintain continuous development in the future,they have to consider how to develop new clients and how to maintain current customer relationship to improve their profit contributions.Loyalty customers can help the bank to improve profits,but also can help the bank to deliver a good reputation and attract more customers.So it really matters how to improve the loyalty of customers,the relationship between outlet channel construction and customer loyalty is very important.The outlet is the first window that banks provide services for customers,it leaves the first image of banks for the customers,how does the banks channel construction of the outlets have an effect on the loyalty of the customers and how much the influence,that’s what this thesis discuss.The thesis review the previous study and look back on the definition of loyalty of customers,how to category the loyalty and the four elements of outlets channel constructions,build a model based on this theory to study the banks outlets channel construction,which include the amount of outlets,the location of outlets,the function of outlets and the servant of outlets,how this four factors influence the loyalty of the customers.analysis has revealed that the current channel construction can’t meet the customer’s financial needs.So the thesis take use of the Likert scale and the channel construction influence mechanism to design a questionnaire to collect data.Test and verify the hypothesis through empirical research.Based on the research results,we can make 4 suggestions to improve channel constructions in the future:to control the amount of the outlets according to the circumstances;pick up the location of the outlets with the aims;improve the function of the outlet with the times,and along with the resources and mechanism;maintain the stability of the servants of the bank outlets and improve their ability to serve and to make a professional suggestion.The thesis discussed the relationship between the bank outlets channel construction and customer loyalty,according to the revealed relationship to raise suggestions to improve the channel constructions,which is meaningful in theory and practice.