A Study Of Evaluation Of Customer-Based Commercial Banking Brand Equity

The homogeneity of financial products and bank's financial services are getting more and more evident, therefore, the competition between commercial banks is growing in intensity. In 2006, the interim of China's entry into WTO has come to an end, and China's financial market has been open to the world. China's commercial banks directly face the intense competition of formidable, powerful and famous international financial institutions. And the competition of the financial market has transformed rapidly to the competition of brands, which perfectly reflects the comprehensive quality of commercial banks. So, it is an important method of improving banks' competitiveness to set up banks' own brands. At the same time, it is also the objective requirement of commercial banks' development and the demand of customers to implement the Brand-building.Because brand equity is important to brand-building brand, this paper has conducted in-depth and systematic research in customer-based commercial banking brand equity. Through literature research and analyzing the status of brand management of Chinese-funded banks, this paper propose the model of customer-based commercial banking brand equity and the model of relationship between the branding equity dimensions, and conducts empirical testing .Through the above model and empirical research, the paper provides Countermeasures for the banking brand-building. This study methods contain qualitative and method quantitative method. Qualitative method is reviewed literature and interviews, and quantitative method is the questionnaire method. The course is as follows:First, through recalling the past financial brand and brand equity research, the paper noted that the consensus and differences in previous studies, and lay the foundation for the further research.Second, establish of the concept model. The established model includes the model of customer-based commercial banking brand equity and the model of relationship between the branding equity dimensions. This paper propose the hypothesis of relationship among banking brand image, perceived banking service quality, perceived banking value and banking brand loyalty.Third, through literature research and interviews, the paper makes banking brand equity questionnaire, and then amend the questionnaire by small-scale pre-investigation and using SPSS software to conduct exploratory factor analysis.Fourth, through judgment sampling, we obtained 460 valid questionnaires, and use LISREL software for data analysis. Use the first order factor analysis to test the reliability and validity of the questionnaire. We conduct second-order factor analysis on the basis of the first order model, and verify the banking brand equity model. The model of relationship between the branding equity dimensions is verified at last.Fifth, according to the previous data analysis, the paper provides recommendations and strategies for the brand-building, and notes the lack and innovation, which pointed out the direction for future study.