The Analyze Of The Customer Loyalty Factor In Commercial Bank Personal Finance Service

With the all-round development of social economy, the domestic residents’per capita income levels continue to rise, the commercial Banks all have been actively develop the personal financial business. However, how the current banking financial services affect, what kind of financial services can attract more clients,all these have not been determined by the financial theory. This article is trying to through the form of questionnaire to collect the relevant commercial bank personal finance service loyalty factors data, using the structural equation model analysis, in order to get the related conclusion.Through to the related literature reading and research results of the analysis, the author constructed by the four connotations as technical quality, process quality, customer satisfaction, customer loyalty to measure commercial bank personal financing business model of customer loyalty. By SPSS and LISREL,the two statistical software to analysis the initial data and finally get the following conclusion: technical quality has a direct positive influence on customer satisfaction, the impact on customer loyalty is not directly but only indirectly; Process quality has a positive influence on both customer satisfaction and customer loyalty; Customer satisfaction has a positive effect on customer loyalty. One of the biggest impact on customer loyalty factor variable is process quality, the total effect of it is0.68. At last, this paper studies some of the control variables (such as the customer’s income, level of education, etc.) finding whether if they have a different effect on customer satisfaction and customer loyalty. Finally, through the previous theory research and the analysis of the empirical results, we discuss the commercial Banks’personal financial services strategy and give some suggestions for it.