Research On The Behavior Of Commercial Bank’s Individual Customers

High speed development of the information technology has made the financial market more and more transparent to its customer, meanwhile, the bank has transformed from traditional product-oriented to customer-oriented gradually, so the management of the bank customer relationship become more and more important. Study has shown that the cost of developing a new customer is five to six times higher than maintaining an existing customer, so how to maintain the existing customer has become the most important aspect of the commercial bank’s customer relationship management. To make more comprehensive and more customized customer relationship management strategy, it’s essential to get insight into the existing customer.Based on the data preprocessing, study of customer behavior and its loyalty index, selecting some domestic commercial bank’s individual customer as study object, the database of this bank’ customer transaction behavior established. Based on this data base, this article evaluated the behavior loyalty index of this bank’individual customer(excluding repayment account), compared and analyzed the deviation of the behavior loyalty index of some different customer groups and also further studied the un-repayment behavior of the loan repayment account. As a result, this article proposed management strategy corresponding to the different kinds of the customer transaction behavior for the customer manager of this bank. This article’s study work as:Firstly, selecting one domestic commercial bank’s individual customer as the study object, through the existing problem analysis of the current information management system, preprocessed the related data including the integration of high similar customer through using the auxiliary field method to judge the similarity on the inconsistent customer data, ultimately established the exclusive database of individual customer’s transaction behavior. Secondly, selected the inspection criteria of the individual customer (excluding repayment account) behavior loyalty index. On the basis of the loyalty evaluation of each business, we established the evaluation model of the individual customer behavior loyalty with the floating method. Finally the overall behavior loyalty of the bank individual customer has been evaluated and also the distribution of the bank individual customer behavior loyalty has been confirmed. Thirdly, the bank individual customer are divided into two customer groups:the stuff and the non-stuff. Through the comparative analysis of the two customer groups, the stuff type customer individual behavior index and behavior loyalty are also different from the non-stuff type customer. Based on this, this article proposed the differentiated management advice according to the different customer groups’characteristics. Fourthly, the loan repayment account was processed separately. This article analyzed the performance in each behavior index and the mutual relationship among all these behavior indexes of the loan repayment account. And found the different aspects’ characteristics of the transaction behavior on these type accounts and the difference between the normal active accounts. The analysis shows that there are some differences on the trading behavior and behavior loyalty among different customer groups. It helps the bank management to formulate differentiated management strategies based on the different performance of different customer groups.The innovation point of this article is:First, put forward increasing the auxiliary field method to process the inconsistency data; Second, bring up the floating method to evaluate the individual customer behavior loyalty who have different kinds of bank business. Third, use actual transaction data to analyze bank customers’loyalty and behavior. It provides reference for bank management to formulate management strategies.