Research On Mobile Banking Individual Customer Loyalty Evaluation

Mobile banking is the product of electronic banking service, with the rapiddevelopment of mobile Internet, mobile banking has become the new focus ofcompetition among the banking. As quoted from the "2011China Mobile bankingend-user research report", by July2011, more than68.1%of mobile phone users havechosen to mobile banking. This penetration rate has far exceeded that of thecard-issuing, which also enables the banks to make great efforts to promote suchbusiness. Under the buyer’s market situation, the competition among banks isessentially a competition for customers, to win and retain customers has become thekey competitive advantage for commercial banks. The survival and development ofcommercial banks is based on the number of loyal customers and the high or lowlevel of customer loyalty is the crucial factor for the competitiveness among thecommercial banks. Mobile banking, as a new aspect of banking service,the researchof which is currently focused on its mobile banking technology rather than on themobile banking customer loyalty. Therefore, its study has great theoretical andpractical significance.Based on the theoretical and practical research on the customer loyalty both athome and abroad, this thesis put focus on establishing the evaluation system ofcustomer loyalty by way of the interview and questionnaire survey among the expertsand giving a certain weight on some relative index. Accordingly, we can makequantitative and qualitative evaluation of the customer loyalty of mobile banking inChina. The ultimate goal of the thesis is to secure the possible methods and strategiesof enhancing the customer loyalty. The structure of the thesis consist of what factorsaffect the customer loyalty, how to present the customer loyalty, how to establish theevaluation system and the strategies on how to enhance the customer loyalty. After thesurvey and research, we find that customer satisfaction is the more important index ofcustomer loyalty than the relationship trust and transfer cost respectively. The qualityof the products and service offered by the mobile banking is the key factor ofcustomer satisfaction. The brand influence plays an important role in the relationshiptrust. The marketing activities of banking mobile also affect the customers`perception.The effective communication, crossover sales ability and the ability to satisfy theindividual requirements restrict the conversion to the competitors. In the fourth section of the thesis, we put forward to the constructive strategies on how to enhancethe customer loyalty from the following three aspects: to establish the customerloyalty barriers by enhancing the customer satisfaction, to reinforce the loyaltybarriers by improving the customer trust and to preserve the loyalty barriers byincreasing the transfer cost.