| Today,with the rapid economic development,China’s economic development has shifted from high-speed development to high-quality development,and the reform of the financial industry is also constantly advancing.Nowadays,the interest competition among major domestic banks has gradually evolved into competition for scrambling customers.Thus,the challenges faced by the banking industry are also escalating and heating up.The huge potential and potential business opportunities of China’s personal financial business development play a vital role in improving the comprehensive strength of commercial banks,and also has a strong impetus to improve the bank’s market share.In the bank’s related businesses,the personal business has brought a stable source of profits to commercial banks and laid a solid foundation for the sound and sustainable development of commercial banks.How to effectively and efficiently provide financial services to individual customers is the maintenance strategy of modern commercial banks for individual customers.However,how to improve the loyalty of personal customers,reduce the loss of personal customers,and occupy more valuable personal customer resources have become important goals of commercial bank management in the maintenance strategy of personal financial service optimization of personal customers.This paper selects the actual business situation and personal customers of branch G of bank A as the research object,analyzing the current situation of personal customer management of branch G of bank A,combing the relevant literature such as customer loyalty,customer satisfaction,customer value and conversion costs,and analyzing many influencing factors of personal customer loyalty of branch G of bank A in combination with the theory of customer loyalty driving model.This paper conducts an empirical analysis of the questionnaire survey on the corresponding problems found and explored,and puts forward the problems existing in the personal customer loyalty management of branch G of bank A at present.This paper analyzes the influencing factors of customer loyalty based on the questionnaire data,and explores the relevant factors affecting the personal customer loyalty of branch G of bank A through statistical analysis of the questionnaire data.By analyzing the problems found in the research on personal customer management of branch G of bank A,this paper will undoubtedly play a crucial role in improving the core competitiveness of branch G of bank A by making more appropriate strategies to enhance the loyalty of branch G of bank A and providing more perfect personal customer service system.This paper studies and analyzes the influencing factors of personal customer loyalty of branch G of bank A,and discusses how to improve the dependence and stickiness between personal customers and banking services.According to the above research content and process,this paper proposes research strategies on how to improve personal customer loyalty to banks.The article also uses the customer loyalty YHR driving model to analyze the research on service quality and customer value.Among the direct influencing factors,the three dimensions(customer satisfaction,relationship trust,and conversion cost)that affect customer loyalty are analyzed and studied.It is understood that the two dimensions of customer loyalty(attitude loyalty,behavior loyalty)have an interdependent impact on customer loyalty.This article focuses on the service quality,brand reputation and conversion costs.Meanwhile,the relevant strategies to enhance customer loyalty of branch G of bank A are proposed. |
