Research On The Influencing Factors Of Customer Loyalty In Corporate Online Banking

Along with the development of Chinese financial market and the spreading of information technology, banks are transforming from financing agents to multiple financial service suppliers. Traditional business model includes physical bank branches, public deposit inducement by account managers, granting of loans, settlements, etc. But nowadays, banks are providing synthesized financial service which gives comprehensive solution to customers in broadened channels. With considerable low operating cost and the form of self-service, online banking has become an important innovative strategy that assists banks to modify the structure of business turnover, transform profit pattern and improve bank-customer relationship. Previous studies have proved that the cost for developing a new customer is 4 to 5 times of that maintaining an existing one. That means customer retention has positive effect on banks. So it is crucial to identify the critical factors influencing customer loyalty.Based on existing researches on online banking and customer loyalty home and abroad, this thesis discussed the concept and content of customer loyalty and constructs a model of corporate online banking customer loyalty with influencing factors including customer value, relationship and trust, brand image, customer satisfaction and switching cost. And the effecting mechanism is explored here. Furthermore, an empirical study is carried out with the subject of the corporate online banking customers of Shenzhen branch of China Construction Bank and the form of questionnaire. Data is analyzed with SPSS 15.0 software and the result verifies the prior hypotheses which include:(1)Customer value, relationship between the bank and customers and customers'trust, brand image of corporate online banking and switching cost are factors which significantly impose effect on customer satisfaction and loyalty. Customer satisfaction also has signicant posive effect on customer loyalty. Customer value, relationship between the bank and customers and customers'trust, brand image of corporate online banking directly influence customer satisfaction and loyalty in a positive way. Switching cost has double effect, affecting customer loyalty directly and moderating the relationship of customer satisfaction and loyalty. Among these factors, relationship between the bank and customers and customers' trust, customer satisfaction are the two which have major effect on loyalty.(2)Loyal customers can bring larger profit to banks and help to establish a good reputation. Accordingly, banks can improve customer satisfaction and loyalty by enhancing the bank-corporate relationship and customers'trust, creating more value for corporate customers, making stronger brand image and elevating switching cost.