Research On Customer Loyalty Of Bank Card Based On SEM Model

In today’s society, along with the development of the financial electronization, bank card has been quite popular. As consumers to the widespread use of bank cards, the card of customer loyalty problem arises at this moment. With the interest rate marketization and the rapid development of private financial, Banks more and more competitive. In addition, the bank of the diversity of structure caused by the change of the consumers on the investment and consumption demand, the market environment and customer demand for bank corresponding changes, thereby increasing competition in China’s banking industry. In the face of competition, Banks, the customers have shifted their focus to win customers is to win the market. Win the customer, they need to studying the effect of customer satisfaction and loyalty to the bank. Improve customer loyalty, establish efficient customer win-win mechanism, is the key to the fierce competition in the banking industry.In this paper, the study of bank card customer loyalty, and carding the literature of bank card customer loyalty, after using the questionnaire survey data obtained from the analysis of the influencing factors of bank card customer loyalty, using factor analysis method to multiple influencing factors into several impact factors, the use of SEM model is to confirm the influence degree of various impact factors and correlation. The significance of this study was: SEM model in the application of bank card customer loyalty theory, not only enrich the theory of customer loyalty, but also to the development of the theory of SEM model application. In addition, this paper can provide theoretical ideas for improving bank card customer loyalty, to prevent bank customer potential loss to provide some theoretical reference, provide a reference for Chinese Banks to increase customer loyalty.