A Study On The Influencing Factors Of Customer Loyalty Of Individual Customers Of Agricultural Bank Of China Branch YS

With the increasingly fierce market competition and the continuous influx of foreign banks to the Chinese market which formed a serious challenge for domestic banks. Therefore, how to find new customers, retain existing customers, to expand the bank’s market share is becoming the most important issues for the Chinese commercial banks. According to previous research on customer loyalty and combining the characteristics of commercial bank business, this paper considers that bank customers loyalty performance in repeat purchase, the purchase of a variety of products, promoting its recommendations, emotional dependence, etc. Higher customer loyalty means commercial banks stable revenue performance and even profit growth. Based on this background, the bank customer loyalty is becoming increasingly important.Many scholars at home and abroad of commercial banks customer loyalty carried out relevant research, have put forward a number of theories and reference methods of customer loyalty to enhance China’s commercial banks played a guiding role.Based on previous studies on the influence factors on customer loyalty, it builds customer loyalty bank influence factor structure equation model, and makes the Agricultural Bank of China branch in Mount YS customers for the survey, uses SPSS and AMOS software for data acquisition analysis and testing to verify the correctness of the model assumptions.The research shows that the main factors affecting the bank customer loyalty for brand awareness, perceived value, perceived risk, cost and the relationship between the quality of the conversion of these five factors, at the same time, there are relations of mutual influence and interaction between these five factors. Finally, based on the data analysis and summary, combining the characteristics of commercial bank business, put forward measures to enhance customer loyalty.