| Personal financial services as one of the emerging business of commercial banks, commercial banks in western countries, the personal financial services is the bank most valued business, its profit occupies30%or more of the profit of bank, the middle income is a bank a huge profit, and the personal financial management business in today’s high-speed economic development, to the bank not only brought financial increase, more time can be reached through bank financial business risk, deposits, increase capital flow capacity and so on purpose, so the personal financial business in the banking business is becoming more and more important. Along with the foreign capital bank gradually, as well as Chinese banks have been expanding, personal financial services in Chinese present blowout conditions.Under this background, this paper use China Merchants Bank Nanning Branch of the research object, first by reading a lot of domestic and foreign literature, and master the relevant areas of research at home and abroad, summarizes the customer delivered value, service value, and personal finance products in domestic and foreign development condition and so on research results, in the understanding of the research status of union the analysis of field survey results, summarized the personal financial product service value influence factors, proposed the research model and hypotheses, research, formulate the corresponding questionnaire carried out empirical study, through field survey methodology to obtain first-hand survey data, and the use of statistical software for data for statistical analysis, including factor analysis, correlation analysis, variance analysis, draws the following conclusion:service value on customer total value exist significant correlation; total customer value and customer satisfaction has positive correlation; service value elements of importance; the demographic variables on perceived service value differences. |
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