Research On Retail Customer Loyalty Promotion Plan Of X Commercial Bank

With the strict financial supervision and the increasingly fierce market competition after the epidemic,commercial banks are facing more and more challenges,especially under the current epidemic,commercial banks are facing a more complex market environment.The X commercial bank studied in this paper also has the phenomenon of increasing customer churn rate year by year,declining customer loyalty and low customer loyalty in the industry.In this context,the research on Bank Retail Customer Loyalty Analysis and promotion strategy has important practical significance.This paper takes commercial banks as the research object to explore the specific schemes to improve their customer loyalty.Based on the theories of customer loyalty and other three aspects,combined with literature research,questionnaire survey and statistical analysis,this paper makes a comprehensive analysis on the current situation of retail customer loyalty of X commercial bank,calculates from five dimensions and customer churn rate,and draws the conclusion of customer loyalty of X commercial bank,That is,at present,the bank has a high customer turnover rate and low loyalty.According to the questionnaire results,this paper analyzes the problems and causes of customer loyalty of X commercial bank,and obtains the five dimensional problems existing in loyalty management,including customers’ dissatisfaction with service quality,products unable to meet customer needs,low brand recognition,low transfer cost and low customer satisfaction.On the basis of the problems,the paper puts forward the retail customer loyalty promotion scheme of X commercial bank,including paying attention to the bank service quality,enriching the bank product structure,shaping a good bank brand,improving customer stickiness and so on.In terms of bank service quality,it mainly starts from optimizing business process,customer classification management,improving service attitude and network environment;In terms of product optimization,further in-depth research needs,enrich product hierarchy and do a good job in product innovation;In terms of brand optimization,continuously optimize brand construction and channel expansion,and actively use Internet tools to enhance brand identity;In terms of improving customer stickiness,it carries out hierarchical management and differentiated pricing for customers,implements cross marketing and accurate classified customer group marketing,and finally gives safeguard measures from the aspects of improving organizational structure,improving talent training mechanism,adhering to scientific and technological empowerment,strengthening system guarantee and strengthening cultural construction.