Commercial Bank Customers Reserves The Influence Factors Of The Empirical Analysis Research

With the transformation of the banking living environment and competition in thebanking sector, as well as the increase of residents’ financial assets and financial awareness tostrengthen, accompanied by the idea of the market marketing experience from the traditionalproduct oriented production concept, to product quality as the orientation of the productconcept, to now take the customer as the center of modern marketing, the relationshipbetween customers and Banks have changed. In the past, the customer to give priority to thebank, has a very high loyalty, generally don’t change the bank; now, the customers havebecome the bank ’s existence, the study also shows that the cost of business to attract a newcustomer is4-6times to retain an old customer, commercial banks to realize gain,Commercial Banks in the ability to occupy the advantage of the fierce market competition,the key is whether the retention of customers, the competition between commercial banks ismainly embodied in the competition of customer retention. Customer retention for thedevelopment of enterprises, profit rate and customer asset value has a very important role.According to the importance of customer retention for the commercial banks, this studyconducts an empirical analysis of factors affecting the customer retention of commercial bank;the purpose is to identify the main factors that affect the customer retention of commercialbank and to make corresponding customers retention strategies. First, the paper analyzing thedomestic and overseas scholars about the customer retention, the influencing factors ofcustomer reserves, the study of the influencing factors of the commercial bank customerretention, summed up the main factor in the affect of commercial bank customer retention isthe customer value, customer satisfaction, customer trust and conversion costs; Second, inorder to even more comprehensive study of the influencing factors of commercial bankcustomer retention, this paper not only considers the relationship between the main influence,but also takes into account the main influencing factors of customer satisfaction and therelationship between them. In the basis, the paper puts the relevant assumptions andestablishes the influencing factors model of commercial bank customer retention; And then,on the basis of the previous study, this paper design questionnaire for empirical analysis andresearch. The structural equation model as the main method is made to test the assumptionand commercial bank retention model. Finally, this article based on the above study, putsforward reasonable and targeted customer retention strategies.The empirical analysis indicates that, customer satisfaction, customer trust andtransformation costs to retain the customers of commercial banks have a significant positive influence, the customer value through the positive and direct impact on customer satisfactionand indirect impact on customer retention, service quality, customer expectations on customersatisfaction respectively has a significant positive and negative impacts. Therefore, to improvethe rate of customer retention of commercial banks, first, to improve service quality as themain way to improve customer satisfaction; second, to improve the customers’ trust in thebanks and their employees,increase customer transformation costs.