Study On The Customer Loyalty Of Personal Online Banking Based On CRM

With the rapid development of internet economy, the booming of e-business marketand the full opening of the financial industry, online bangking, across financial industryand e-commerce, has become the strong weapon for domestric banks and foreign banksto compete in China. To develop in long term and gain competition advantage, thedevelopment of online banking has become the most important strategy. Personal onlinebanking is still on the early stage of development and has possessed its own customers,then it should consider how to retain these customer by improving customer loyalty andto gain competitive advantage. Customer relationship management is a"customer-centric" theory, its core is to increase customer loyalty. Therefore, the study onthe customer loyalty of personal online banking based on CRM play an important role.The study aims at the analysis of customer loyalty factors of personal online bankingbased on CRM to build the network, then do an empirical analysis used the questionnaireto provide feasible suggestions for winning cutomer loyalty of personal online banking.Firstly, it introduced the research background, significance, research status at homeand abroad, research contents and methods. And explained the relevant theory aboutcustomer relationship management, online banking, customer loyalty and structuralequation model, these laid a theoretical foundation for the research.Secondly, this paper introduces impact factors of personal online banking: customersatisfaction, switching costs, service quality and relationship benefits based on CRM,then proposed the study hypotheses by analysing the factors to build the theory network.Thirdly, this paper investigates in the form of the questionnaire, analyses thecollection dates on descriptive statistics, reliability analysis and validity by SPSS16.0,verifies the model by structural equation model, and summarizes and analyses the results,then concludes that four factors are influential roles on customer loyalty.Finally, according to the results of empirical analysis, we propose solutions to policyfrom providing information technology support, changing in business philosophy,implementing differential management of customer, innovating pfoduct and service and developing human resource based on CRM.