Antecedents Of Customer Loyalty Of Personal Internet Banking

With the open of the global financial market, the banking industry is facingincreasing competitive pressure. As the Internet continues to grow and mature, onlinebanking services have become a powerful weapon for domestic and foreign banks in theChinese market. As the cost of developing a new customer is4-5times to maintain an oldcustomer, and retain more loyal customers is a great way of improving thecompetitiveness of the banks. Domestic banks already have a customer base, how toimprove the retention of existing customers and improve customer loyalty, attract newcustomers using online banking services by existing customers, is the core of resolvedproblem for domestic banks to improve their competitiveness.In this paper, previous research on customer loyalty has been reviewed and combinedwith previous studies and the specific context of online banking, building a customerloyalty factor model of Integrating the five factors of customer satisfaction, customervalue, service quality, switching costs, customer experience, and put forward relevantassumptions. Through questionnaires, using statistical software SPSS17.0to dodescriptive statistics for sample analysis, and reliability and validity analysis, correlationanalysis, regression analysis to verify the hypothesis testing, and have found theimportance sorting of five factors. Finally, according to study results, the Author providesrecommendations to China’s domestic banks in order to improve customer loyalty.This conclusion is: in the context of China’s personal online banking, customerloyalty is a result of the combined effect of multiple factors. Customer loyalty can bedivided into two dimensions, behavioral loyalty and attitude loyalty. Customer satisfaction,customer value, service quality, switching costs, customer experience has a positiveattitude of customer behavior and customer loyalty. The various factors of Customerloyalty also affect the relationship. Customer experience, customer service quality has apositive impact on the Customer Value. Customer value, service quality, switching costshas a positive impact on customer satisfaction Based on the findings; the authors putforward four management proposals for banking.