The Research On The Segmentation Model Of Commercial Banks’ Individual Customer Loyalty

Along with the full liberalization of China’s banking industry as well as domesticand international competition is increasingly fierce，individual customer is an importantmarket that commercial banks make effort to shoot for. The increase in individualcustomer loyalty has become the key to determining the profitability of banks. Thispaper expounds the relevant theories of customer loyalty and the importance ofcustomer loyalty to enterprises. After analyzing the factors influencing the individualloyalty of Chinese commercial banks and their interaction，the segmentation model thatused to measure individual customer loyalty of domestic banks is established. On thisbasis，this paper conduct based on actual survey of ABC data has been positive，and theresearch result has been analyzed. A marketing strategy based on the segmentationmode that used to measure individual customer loyalty of domestic banks is proposed atthe end of this paper. It will provide technical support for the management ofcommercial banks in China.By studying on the segmentation model that used to measure individual customerloyalty，the RFM mode and the NPS mode has been improved on measurement methodsand application innovation. The result enriches the management techniques. At the sametime，it breaks the traditional research method limited to a single dimension or multipledimensions without systematic study on individual customer loyalty. It is a researchwith the point of systematic view of multi-dimensional，multi-angle and multi-level. Itallows multiple attributes of the individual customer loyalty to achieve the organiccombination.The research of this paper expand and deepen the areas of research oncustomer loyalty.