The Relationships Of Customer Satisfaction,Customer Loyalty And Profitability

With the influx of foreign Banks and local bank's rapid expansion, the competition of commercial Banks is fierce. To attract customers, commercial Banks provide quality service to increase customer satisfaction. But whether the improve of customer satisfaction can increase commercial bank profits is still a problem. So first, this paper demonstrates the relationship between customer satisfaction and customer loyalty of commercialbank.Secondly the article demonstrates the relationship between customer loyalty and bank profits. Finally, we demonstrate whether there is a direct relationship between customer satisfaction and bank profits. Through an empirical research, we demonstrate that customer satisfaction have positive linear relationship with customer loyalty. customer loyalty have positive linear relationship with bank profits。But there is no direct linear relationship between customer satisfaction and bank profits. According to the research result, finally, this paper brings forward the suggestion of increment bank profits.