Commercial Banks To High-end Customer Loyalty Research

Study of factors affecting bank high-end customer loyalty, theultimate purpose is to better meet the needs of the customers, Providethe preferred products and services to the customers, thus improve thebanking products to attract customers, close affection the relationshipswith customers and bank and constantly improve the contribution ofcustomers for the bank’s customers. For commercial Banks, therefore,further study of factors that influence the bank high-end customer loyaltyhas very important significance.Based on the review and analysis of the related literature at homeand abroad, puts forward the basic models and assumptions, the influencefactor of customer loyalty and in under the guidance of the model andhypotheses, a branch of the high-end customers in commercial Banks as thespecific empirical research object, through the analysis of the analytichierarchy process (ahp) and fuzzy comprehensive evaluation method,discusses the brand image, customer perceived value, conversion cost,customer satisfaction to customer loyalty and customer trust mechanismand the mechanism of the influence of each impact factor and theinteraction mechanism between also made the corresponding analysis, anddraws the following main conclusions:(1) the formation of customer loyalty is a many factors influencingthe result of joint action. Satisfied customers are not necessarily loyalcustomers, the influence factors of customer loyalty are manifold.According to the empirical results of this study can be concluded thatthere are four main influence factors of customer loyalty: brand image,customer perceived value, switching cost, customer satisfaction and customer trust. Based on the research object of this article, theinfluence of customer satisfaction to customer loyalty, followed bycustomer trust, transfer the influence degree of The Times, the influencedegree of the customer perceived value is greater than the only brand trustand brand trust the influence degree of the smallest.(2) interaction between various influencing factors of customerloyalty, and restrict each other research has shown that there areinteractions between various influencing factors of customer loyalty.Customer satisfaction under the influence of three factors, respectively,perceived value, quality, value and customer expectations, includingquality value bigger impact on the customer satisfaction; Customer trustthere are three factors such as goodwill, trustworthy, ability, theability to influence is bigger customer trust. Thus, the relationshipbetween various influencing factors of customer loyalty is also complex,restrict each other.