The Influencing Factors And Improving Strategies Of Personal Customer Loyalty In A Rural Commercial Bank

In the context of fierce competition in the retail financial market and increasingly homogenized financial products,the issue of personal customer loyalty in commercial banks has attracted much attention.Since the existing personal customer loyalty evaluation of commercial banks mainly focus state-owned banks and large joint-stock commercial banks,the research on rural commercial banks with nearly 1/3 of the number of business outlets,is relatively insufficient.Therefore,this paper mainly focuses on the retention and loyalty improvement of individual customers of this type of financial institution.After systematically combing the relevant literature on customer satisfaction and customer loyalty,this paper conducts a sample questionnaire survey and interview survey on the individual customers of A Rural Commercial Bank,and gives a comprehensive interpretation of the driving mechanism,existing problems,and promotion strategies of the bank’s personal customer loyalty.Among them,through the correlation analysis of 172 valid questionnaires,the paper tests and clarifies the driving mechanism of individual customer loyalty of A Rural Commercial Bank,that is,product attributes,service quality,bank image,relationship trust and conversion cost all have a significant positive impact on customer loyalty,and in terms of the interpretation of individual customer loyalty,conversion cost is strongest,relationship trust is second,then bank image and product attributes,service quality is the weakest.Through the retrieval of bank operating data and targeted customer investigations,the problems and causes of individual customer loyalty are deeply analyzed.Five countermeasures on how to improve the loyalty of individual customers of A Rural Commercial Bank are put forward from five aspects,which about segmenting customer market,improving operation level,strengthening product innovation,improving service quality and customer conversion cost.First,optimize the product structure by increasing the types of financial products and online financial services;The second is to enhance the customer service experience by strengthening the guidance and diversion of cash business and accelerating the construction of talent echelon;Third,enhance the image of banks and enhance the competitiveness of the industry by increasing the proportion of non-interest income,strengthening investment in science and technology and creating diversified financial consumption scenarios;Fourth,establish a trust relationship with customers by building a customer trust relationship system and continuously optimizing the emergency response mechanism;Fifth,according to different levels of personal assets and different age stages,targeted product portfolio innovation and marketing activities are carried out to meet differentiated financial needs and enhance user stickiness.The paper further expands the applicable boundary of the personal customer loyalty evaluation system of commercial banks,and provides specific reference and feasible measures for the personal customer management of A Rural Commercial Bank from the aspects of customer retention and personal customer loyalty improvement.