A Study Of Appraisement About Individual Customer Loyalty Of Commercial Bank Based On YHR Model

Individual customer is an important market that commercial banks make great efforts to shoot for, because of which tremendous market potential.In western countries, commercial banks devote much force to improve customer loyalty.With the end of transitional period of Chinese money market, the competition between foreign capital banks and domestic banks will be more intense. Therefore, the proposition for commercial banks to appraise, maintain and improve individual customer loyalty has important investigation meaning, for which tremendous value.With the appraisement of commercial banks'individual customer loyalty as researching object, the paper summarizes some researching production including customer loyalty theory and driving mechanism of customer loyalty and etc., which is the foundation of all. Then, the author chooses YHR model as the main theory basis of all study, and consults the shaping mechanism about customer satisfaction of ECSI & CCSI model. To make the YHR model be able to use in banking, combining the particularity of banking, the author visits the missionary of commercial bank and individual customers, then, proposes to revise YHR model, based on the visiting result.To validate the rationality that variables influence customer loyalty, the author puts forward a series of researching hypothesis. Aim at such hypothesis, the author designs questionnaire to survey the swatch that extracts from individual customer of commercial bank. In addition, to guarantee the reliability and validity of researching data, the author carries through inquisition in a small extension firstly, and checks the reliability and validity of the questionnaire. Then, based on the market research data, the author puts up some inspection and analysis during variable of YHR model, and validates whether it is effective or not of YHR updating model that applied in banking. As a result, YHR updating model is tenable in banking.With the research, the paper comes to a conclude, that customer satisfaction with regard to product attribute, service quality, impression of bank and other dimensionality, relation and credit and switching cost, all of these variable will produce prominence influence to customer loyalty. Moreover, to appraise the individual customer loyalty level of commercial bank, we can select such aspects. Furthermore, results of demonstration research indicate the arrangement amongvariables, that is, customer satisfaction that of product attribute variable may comes from loaves and fishes of bank products in most possibility, of service quality variable may comes from operation efficiency in most possibility, of impression of bank variable that may comes from convenience in most possibility, relation and credit may comes from information guarantee in most possibility, switching cost may comes from opportunity cost in most possibility.This paper widens out the research angle of view of customer loyalty theory, enriches the industry connotation of customer loyalty theory, checks up the feasibility of YHR updating model, analyses the interior configuration and arrangement of all variables, and engenders practice value to appraising individual customer loyalty and carrying through CRM of commercial bank.