The Study Of Customer Experiential Influencing Factor In Bank Retail Business

With China’s financial market opening and traditional business homogeneous competing, the retail business has gradually become the development direction and competed field for commercial banks. From the global banking development perspective, retail banking business has entered into the "customer experience" stage, the commercial banks of our country have realized that promoting the customers experience not only can follow the world banking development pace, still can achieve competitive advantage in domestic market. Because the service experiences offered from every bank, unlike the financial product, is different and difficult to imitate. This is a key to gain the customers for commercial banks.While, the theoretical researchers focus on the significance of the retail business for commercial banks in China. In recent years, the development strategy of our bank retail business is the main object of study. Academic research is mostly focused on the macro area. The microcosmic development of retail banking is rarely mentioned. In view of this, this article is to explore a way to promote the service level of raise retail business, based on the customer experience.Firstly, based on the domestic and foreign literature, this paper researches the connotation and representative theory of customer experience systematically, the relationship with the customer satisfaction, and the influence factor, such as customer factor, enterprise factor and other factors. Then, combined with the characteristics of retail banking business, this paper defines the customers of bank retail, the connotation of bank retail customer experience and influencing factor. After that, based on the related theory, this paper constructs the model and theoretical assumptions. With the collected data, it is used to study the relationship between various factors and customer experience. The structural equation AMOS6.0is used to check the effects from the bank factor and transportation factor, and the SPSS16.0is for the influence of customers. The final analysis proves the concept model and theoretical assumptions. At the end of this article, the pragmatic advice is revealed to improve the customer experience for the commercial banks. The analysis data show that the customer, bank factor and transportation factor have the significant affect on the customer experience. Every customer has its own mental state, which makes the different influence on the customer experience. As the bank factor, the financial products, service environment, service personnel and the brand communication will impact the customer experience. And the service employees have the biggest degree among them, followed by service products, services environment and brand spread. In the meantime, four factors of the bank are interdependence, and they constitute the whole banking services. The innovation of this paper lies in the research perspective. This paper based on the bank retail business, with the popular view of interaction of the customer experience to comb the influencing factor systematically, and discuss the relationships among the customer, bank, transportation and customer experience. It offers new research of bank experience and direction for the commercial banks to promote the bank service.