Based On SEM Personal Online Banking Drivers Of Customer Loyalty

As the focus in customer relationship marketing, customer loyalty isconsidered as the eternal power for the modern enterprises in order to improvetheir business. Nowadays, with the rapid development of the networkinformation technology, customer loyalty is also regarded as an importantsource to get the sustainable competitive for the internet banking, and it isgradually becomes an essential market in the new economic model which themajor banks in China to explore. However, with reading a lot of literature, theauthor found that the research on customer loyalty made by current scholars inthe network economy is a bit fragmented, especially that their research ofcustomer loyalty in the personal online banking, there is not a complete andmature model. Therefore, this paper aims on the basic of previous research byusing the combination of the theoretical analysis and empirical testing methodsto make a more systematic study on the customer loyalty drivers in thePersonal Internet Banking based on the America satisfaction index model andthen to arrive a more quantitative and scientific conclusions in order to improvethe system for personal online banking service and offer valuable suggestionsto make a reasonable marketing strategy, which has good theoretical andpractical significance.Combing the basis of relevant theoretical research at home and abroad,the author also combined with the personal online banking customer loyaltysurvey data, by using the combining research methods of statistical analysisand structural equation to explore the drivers of the customer loyalty inpersonal online banking and the measurement model of Customer LoyaltyIndex. First, the paper describes the relevant research and theoreticalbackground in reality and then takes out the main direction and basicframework of this study. Second, the author, respectively, from the basicmeaning, influencing factors and driven model and some other aspectsintroduces the concerned theory of the customer loyalty. The author alsobriefly introduces the current research that personal internet banking had donein this field. Thirdly, on the basic of the existing research, the author fully considers the differences between the Internet environment and traditionalenvironment and builds up a model of the drivers of customer loyalty inpersonal e-banking based on the U. S satisfaction index by using the structuralequation modeling idea. The paper mainly using a two-stage research methodwhich proves that the theory model built in the paper from the empiricalperspective has very good fitting result (Except the path relationship between“customer satisfaction" and "customer complaints" did not pass obvious test,the rest impact of the other variables are supported by empirical data.).Fourthly, the author make a further measurement on the level of loyalty indexin the personal online banking based on the result of the theoretical model canbe accepted. In the end, the author gives marketing proposal on establishingand maintaining customer loyalty in Personal Internet Banking in our countryaccording to the relevant research conclusions.