A Study On The Influencing Factors Of Customer Loyalty Of Individual Customers Of China Construction Bank

In recent years, there has been a rapid development in China’s commercial Bankspersonal financial business, and individual customers has grown in size. At the sametime, individual needs of customers are gradually diversifying. The progress offinancial products innovation is moving fast, and the homogeneity phenomenon onfinancial product is outstanding, so customer loyalty is almost the same within banks.If commercial banks want to get a comparative advantage in the fierce competition,their personal measures to improve their own customer loyalty is vital. Therefore,how to understand, evaluate and improve individual customer loyalty is an importantmeans of improving China Construction Bank’s core competitiveness.This paper is going to discuss the background and meaning and its relatedresearch both at home and abroad of the individual customer loyalty of commercialbanks. First from the overall point of view, this paper will analyze the main influencefactors of China Construction Bank individual customer loyalty. Then analyze themain factors that influence the customer loyalty, based on which the structuralequation model is set up to measure customer loyalty and analyze the size of influencethat each variable has on the customer loyalty, thus it can be quantitatively studied, soas to find out the main factors that has the most important influence on customerloyalty so that China Construction Bank can improve themselves based on thosefactors. Finally, according to the factors found before, this paper put forward thecorresponding measures to improve the individual customer loyalty of ChinaConstruction Bank on the whole.