Management Of Loyalty Z Bank Retail Customers

With the continuous accumulation of China’s rapid economic development andpersonal assets, the increasing demand of personal financial services, to stimulatethe tremendous business opportunities and potential within the financial servicesmarket, the retail business has become the mainstream business of banking and themain profit channel. This paper explains the related theory of commercial bankcustomer loyalty and customer loyalty management content, highlights the currentcustomer loyalty management for commercial bank’s importance, and then take Zbank as a case, through explaining the current situation of Z bank, the retai lbusiness, deep into the analysis of Z bank customer loyalty in the management ofthe advantages and disadvantages, analysis the presence of Z retail bankingcustomer loyalty management problems, and the causes of the problems are studied.On this basis, this paper combines loyalty management theory and Z bank externalfactors, internal features, and puts forward some countermeasures for Z bankcustomer loyalty management, in a certain sense to guide the work of the Z bank tocarry out follow-up.