A Study On The Relationships Among Customer Value,customer Satisfation And Customer Loyalty Of Personal Online Banking

With the development of Internet technology, as a new form of financial service personal Internet banking has achieved rapid development, today’s personal Internet banking has become necessary in everyday life. However, with the customer’s own selective becoming stronger and stronger, personal Internet banking competition is increasingly fierce, prompting banks paying close attention to the customers. How to create superior customer value, improve customer satisfaction, and enhance customer loyalty for personal Internet banking has become a problem to be solved.Through combing the current related theories and literature research of customer value, customer satisfaction and customer loyalty, this article gets three dimensions of customer value: product value, service value and social value by summarizing the research achievements of predecessors. Product value is divided into two dimensions of quality value and economic value. Service value is divided into 4 dimensions of safe to use, easy to use, website design and responsiveness. Social value is divided into two dimensions of social identity and social relations. This article sets up the relationship model between customer value, customer satisfaction and customer loyalty of personal Internet banking, uses statistical software of SPSS20.0 and AMOS17.0 to analyze the survey data which came from 204 valid questionnaires which were gotten by doing the suvey to customers of personal online banking, uses confirmatory factor analysis(CFA) to test the data, and the result shows the data has good reliability and validity. And then uses path analysis to test hypothesis.Through the empirical analysis we get the results mainly as following: product value, service value, social value of customer value of personal Internet banking has significant positive correlation with customer satisfaction, and the effect of service value on customer satisfaction is the largest. Customer satisfaction and customer loyalty has significant positive correlation. In addition, the product value influence customer loyalty directly. Service value and social value have no significant direct impact on customer loyalty. Finally we put forward related suggestions that through promoting customer value to improve customer satisfaction and finally improve customer loyalty.