Internet Banking Customer Value And Customer Loyalty Research

Along with the development of information technology, Internet Banking has created a new form of finacial organizations. It is not only for existing banks creating a new sales channel to sell their products and services, nor is the existing banking simply transplant to the Internet, more importantly, it changes the business model and business idea of the traditional commercial bank. As the opening up of China financial sector, banks in China are confronting with tremendous pressure of competition.Customers are the most important resource for commercial banks, how to keep thehigh value customers has been the focus of the competition. However, it'll still be necessary to comprehensively and systemically study the factors of influencing service quality perception to individual Internet bank in the Chinese market and their relations, to find the scientific and feasible methods to obtain the permanent competitive advantage.Based on a number of related literatures, the relationship between customer value and customer loyalty on individual Internet bank in the Chinese market and their relations will bestudied in this thesis through the demonstration. To begin with, Internet bank and individual Internet bank are defined exactly. Then, the hypotheses of this thesis, the relationship between customer value and customer loyalty are brought foward. The following work is research questionnaire design and datacollection. After the statistical analysis of the recalled valid questionnaires, the the relationship between customer value and customer loyalty are validated and the model is modified. And, it is validated that information value, product value, process value and service value influence loyalty directly. It provides the company the scientific foundation to make effective marketing strategy, obtain and keep the competitive advantage. In the end, the thesis points out the achievements and limitations of the study, expecting to provide realistic support for actual marketing practices and to set an example for further research.