| For commercial banks, customer relationship management capability is the key to maintaining and enhancing the competitiveness. According to Pareto law, 80% of the profits come from 20% of customers. Along with the increasing concentration of social wealth and financial demands, the deviation of Pareto distribution expands further. 90% of the retail profits created by 10% high-value customers is gradually becoming a reality. At present, high-value customers become the focus of competition. How to strength the relationship marketing and effective management of high-value customers become the top priority for retail banking business’ continuous, healthy and effective development.This thesis regards Agricultural Bank of China Changshu Branch as the object of research, conducting research with customer loyalty. By means of questionnaire investigation, 147 customers who own more than 1 million average daily financial assets are surveyed. Through a statistic analysis of the questionnaire data, convenience, professionalism, service price, financial product category are identified as the influential factors of customer loyalty. Finally, considering the relationship between customer loyalty and above influential factors, six ways to improve the loyalty of high-value customers of Agricultural Bank of China Changshu Branch are summarized as innovating and developing the method of payment and settlement, promoting product R&D capability and innovating service, strengthening the team construction and improving team service capability, providing more distinctive value-added service, increasing business transfer costs, accelerating the innovation and developing of credit operation. Meanwhile, Agricultural Bank of China Changshu Branch also need four policy support from superior department to improve the high-value customer loyalty. They are products innovating permission, products pricing entitlement, matched amount of expenditure and relatively independent employment system. |
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