A Study About Customer Perceived Value Of Commercial Banks And Its Effect On Customer Loyalty

The rapid development of the capital markets and interest rates to promote market-oriented, make commercial banks incomes lower rely on the deposit and lending profits past. In other words, the capability of value that wholesale business of commercial banks create for the bank was decreased. At the same time many commercial banks of developed countries gradually reform their emphasis business to the retail banking. The launching of the retail business for commercial banks can effectively dispersed risk, provide a new source of profits. Internationally renowned Citibank also make the retail banking as the main development objects, therefore, the commercial banks in China also chanting slogans to the transformation of the retail banking. At the same time, the steady development of China’s economic make domestic residents’incomes rising, personal wealth accumulation, personal disposable income increase, financial needs presents a wide range of trends. All of these provide an opportunities for the retail business of China’s commercial banks to carry out. With the development of the retail banking, competition between commercial banks become gradual fierce. All commercial banks engaged in a fierce competition for customer resources in order to gain a competitive advantage. Experience of the development of the retail banking of the foreign commercial banks shows that provide more value to retail customers can improve customer loyalty for banks,the customer loyalty is a key factor of the commercial banks to gain a competitive advantage.The subject of this thesis is the retail business customer of commercial banks, depend on the basis of the relevant literature and combined with commercial banks retail business development status and the characteristic of retail customers to analysis. Extract the elements of the customer perceived value of retail banking in China depend on empirical analysis of the survey. Explore the relationships between customer perceived value of retail banking and customer loyalty based on previous studies. Put forward the research model and assumptions of the relationships between customer perceived value of retail banking and customer loyalty. In the course of the study, use relationship quality as a mediating variable. Relationship quality is divided into two variables of customer satisfaction and customer trust. In the study, the formal questionnaire are used to get the conclusion. The conclusion are as follows:customer perceived value of the retail banking is composed of product value, social value, service value, perceived costs and perceived risks. Customer perceived value of the retail banking has remarkable effect on customer loyalty, the elements of retail banking customer perceived value has different influence on attitudinal loyalty and behavioral loyalty. Customer perceived value of the retail banking not only direct effect on customer loyalty, but also indirect effect on customer loyalty through relationship quality, customer satisfaction has a significant impact on customer trust.The conclusion of this study can play some guidance roles to commercial banks maintain retail customer loyalty, it can better enable commercial banks provide more value from the customer’s point of view to attract and retain customers and win customer Loyalty, so as to achieve a favorable competitive weapon for commercial banks to participate in the competition.