Study On Factors Of Customer Loyalty To Commercial Bank Personal Financial Services

In recent years, our national income levels grow rapidly, also people’s financing conceptbecome more and more strong, this has created a huge business opportunity for personalfinance market, and personal financial services have become one of the important business ofcommercial Banks. But commercial bank personal financial services are facing individualcustomers who have a variety demand, thus to improve the customer loyalty, maintain thestable customer resources, and attract more potential customers by existing customers, is thecore of resolved problem for domestic banks to improving their competitiveness.Based on the predecessors’ researches on personal finance business and customer loyalty,combined with the characteristics of the personal financial management business, this paperbuild a model of commercial bank personal financial services customer loyalty withinfluencing factors including service quality, customer satisfaction and perceived value, andput forward relevant assumptions, the purpose is to find out the influencing factors ofcustomer loyalty. First this paper intends to measure the service quality by five dimensions(tangibility, reliability, responsiveness, assurance and empathy), to measure perceived valueby monetary value, emotional value and behavior value, to evaluate customer satisfactionwith the overall attitude, and to measure customer loyalty by attitude loyalty and behaviorloyalty, then based on the personal financial services customer survey data, the paper makesan empirical research on factors influencing customer loyalty and their importance throughquestionnaire by applying SPSS17.0, it is concluded that the variables influence on bankpersonal financial services customer loyalty degree. At last According to the results of theanalysis, this paper puts forward corresponding suggestions how to improve the bank personalfinance business customer loyalty.This paper concluded that: under the background of commercial bank personal financialservices, the customer loyalty is the result of the combined effect of multiple factors. Servicequality, perceived value and customer satisfaction have significant positive effects oncustomer loyalty, the biggest influence is perceived value, customer satisfaction and servicequality to its influence degree decreased in turn. Other factors that also has a link between each other, service quality and perceived value has significant positive influence on customersatisfaction and its impact on perceived value is the largest. Finally, based on the findings weput forward three suggestions.