Antecedents Of Customer Loyalty Of Banking Personal Financial Service

With the overall openness of financial industry, improving customer loyalty to maintain steay customer resource has became a vital approach to gain core competitveness for commercial bank. Thus, exploring the influencing factors of personal financial services customer loyalty has important practical significance.Based on characters of personal financial services and theory of customrer loyalty, this research chooses brand equity, service quality, relationship quality, perceived value and perceived value as the influencing factors of personal financial services customer loyalty. The paper takes381customers who have personal financial business with Zhuji subbranch, Postal Saving Bank of China. To ensure the reliability and validity of data, we firstly check the reliability and validity of each variable. Then we adopt SEM to analyse variables’influencing extent and pathes to customer loyalty. The detailed results show as follow:(1)The variables of brand equity, service quality, relationship quality, perceived value and perceived value have good reliability, convergent validity and discriminant validity.(2)Full model analysis shows that brand equity is the most important influencing factor of personal financial services customer loyalty, followed by service quality, relationship quality and perceived risk. The variable of perceived value only indirectly influences customer loyalty through relationship quality.