Theory On Personal Customer Relationship Management In Commercial Banks And Its Application In China

Possessing a large personal customer asset is a typical characteristic of Chinese state-owned commercial banks. The state-owned commercial bank have not established genuinely customer-centric notion yet and supply none difference services to all personal customers, which results in a lower satisfaction and loyalty of fine customers and brings seriously about customers' running off. How to carry out effective management on the personal customers in order to realizes sustainable and sound development of the state-owned commercial banks, becomes a urgent and significant problem in the situation of entire opening of Chinese domestic personal financial market to foreign commercial banks. This paper makes mainly a thorough study into the theories and the tactics of personal customer relationship management of Chinese state-owned commercial bank.This paper consists of five chapters.Chapter one is a theoretical summary of the research on customer relationship management.Chapter two inquires into the theoretical origins of the customer relationship management on the view of marketing philosophy, and expounds the essence and meaning of the customer relationship management.Chapter three puts the conceptions of customer satisfaction, customer loyalty and customer value into the study field of customer relationship management, then establishes a analytical frame embodying customer valve, enterprise value and staff value in order to provide theoretical instructions on the customer relationship management of the commercial banks.Chapter four dissects the current situation and source of Chinese state-owned commercial bank. It also demonstrates the necessity and importance of implementing deep the customer relationship management.Chapter five focus thoroughly on the applied tactics of personal customer relationship management of Chinese state-owned commercial bank from diverse point of view, including customer value management, customer rank management, customer space management, customer emotional management and personnel value management.