Research On Commercial Bank's Competitiveness Based On Customer Value

As the main body of China's financial, the banks play an important role in stable economy development. This selection study the competitiveness of China's commercial banks from the perspective of customer value——the connection point of external environment and internal resources and capabilities.The article according to the customer delivered value model, PERVAL model, service profit chain model, the writer design the initial structure model of commercial bank's competitiveness. And survey 11 bank's competitiveness in Wuxi.Then the writer finalize bank's competitive model after data analysis, model optimization, model adjust and other steps with LISREL. After testing hypothesis, we have the conclusion that commercial bank's customer value has four drivers, and the importance of customers value's drivers from the highest to lowest is feeling value, perceived benefit loss, functional value, and social value. Then the author take Wuxi's banks as the research object, run related data, and obtain conclusion that Merchants Bank, shanghai Pudong Development Bank, Guangdong Development Bank and Xingye Bank have the strongest competitiveness; Agricultural Bank of China, Bank of China, China Construction Bank and Bank of Communication's competitiveness is medium; Industrial and Commercial Bank of China, China Citic Bank and Huaxia Bank's competitiveness is weakest. Based on the conclusions, the writer give these banks some recommendations about how to improve their competitiveness: providing new products to meet new demands and increasing functional value; improving their services to promote emotion value; reducing the loss of customer schema; paying attention to the marketing campaign, and improve social values; enhancing customer relations to maintain a persistent strong competitiveness.