An Empirical Study On The Influencing Factors Of Commercial Banks' Individual Customer Loyalty

On December 11, 2006,China began to open for foreign commercial banks comprehensively. Foreign commercial banks can competitive with domestic banks under the same policy. The focus of competition is still to win customers.According to the report of Anderson who is the chief economist of UBS Securities (UBS), China's enterprise loan already surpassed GDP 100% and no longer growth. On the other hand China's retail credit market (individual clients) will grow exponentially. So the individual customers should not be overlooked. This part will become an important of profit for growth. Therefore, these customers will be studied in this paper.In the commercial area of research for the loyalty can be traced back to 1920's, it has been studied in-depth research and extensive yet. But the customers were studied generally in the form- er studies, but on how to improve customer loyalty did not achieve the desired results. Therefore , it's necessary to carry on launching the research to that problem. According to the former studies the loyalty can be divided four parts: cognitive loyalty, affective loyalty, conative loyalty and action loyalty. Based on the characteristics of the banking industry, we summarize three influencing factors: satisfaction, trust and switch cost. Based on these three factors,I put forward the actuation model of Commercial banks'individual customer loyalty.This research takes Chengdu local commercial bank's individual customer as the main body and takes the survey method. There are 140 valid questionnaires from total payment of 170 copies. Use SPSS statistical analysis methods for data analysis, Through correlation analysis, regression analysis show the relationships of variables.This article main content as follows:The first chapter: Introduction. I introduced this article research background based on the problems of five years'protection expiration and the present research of domestic and foreign. And then I expatiate the significance,framework,research method of the paper, and define the object.The second chapter: Literature review. Firstly against the object and research issues, I reviewed the research results of the loyalty in detail and summarize three influencing factors. Finally based on the characteristics of the banks'individual customers, I elaborated on loyalty,satisfaction,trust, switch cost for further.The third chapter: Study assumptions and methods. We discuss the relationship between the loyalty and the three influencing factors. According as it we made assumptions and construct the drive model of loyalty.The fourth chapter: Analysis and interpretation of data. According to the collection data, I make a test for Scale reliability and validity, and then verified various assumptions.The fifth chapter: The conclusion of the study, enlightenment and Prospect.This paper drew the four following conclusions :1,Each influencing factor to the banks'individual customer loyalty is different.2,Various ingredient of the factor to its contribution are also different.3,he cognitive loyalty of customer has direct influence on affective loyalty, affective loyalty has direct influence on conative loyalty , conative loyalty has direct influence on action loyalty, moreover the influence reduces in turn.4,Switch cost has influence on loyalty of customer, But its function mechanism is extremely complex.