Study On The Influence Of Customer Relationship Quality On Customer Loyalty

With China's accession to the world trade or ganization, the influx of western commercial banks in China' s financial market, the domestic and foreign comm ercial banks will increase the bank com petition in the m arket to an unprecedented fierce pattern, bank market supply-demand relationship has undergone changes in turn the world upside down, the seller's market dom inant position occupied in the past gradually lost, commercial bank facing the internal living environment worse, at the same time the bank custom er has gained a lot of attention and atten tion, theoretical studies appeared in large numbers. At present, Jilin province is facing more and more commercial banks, China Constru ction Bank Jilin b ranch of the problem also increased accordingly, important problems facing banks is how to im prove customer loyalty, so the Construction Bank Jilin Province branch of the means by which the use of the theory of customer relationship management to influence customer relationship quality and customer loyalty is th e impact of bank m ust face the test. W ith the current market more and m ore competitive environment, the products on the market are becoming more and more sim ilar, the customer can get very high similarity in different banks, which means that the customer can choose dif ferent bank buying behavior, which leads to customer loyalty is not high. Construction Bank of China t o achieve the com parative advantage in the fierce competition, largely depends on how to improve the customer relationship quality and impact on customer satisfaction, improve customer loyalty.The relationship between the author of the domestic and foreign scholars on the customer relationship quality,customer satisfaction, customer loyalty, three articles were summarized and discussed, and selects the Construction Bank branch in Jilin province were studied, using empirical research method and in-depth analysis of the following hypotheses:(1) the relationship between quality can have positive influence on customer satisfaction;(2) customer satisfaction can have positive effects on customer loyalty;(3) relationship quality can have positive ef fects on customer loyalty;(4) the mediated effect of customer satisfaction on customer loyalty in the relationship quality. This research m ainly adopts questionnaire, referring to the existing scale, combined with the specific circum stances of the questionnaire designed in China Construction Bank Jilin branch and collect data, conduct inspection on the reliability and validity of the questionnaire, to verify the hypothesis proposed in this paper, draw relevant conclusions.The results of the s tudy show:(1) has a significan t positive effect on customer satisfaction of relationship quality;(2) customer satisfaction ha s a direct significant positive effect on customer loyalty;(3) the relationship quality has a positive effect on customer loyalty;(4) customer satisfaction plays an intermediary role in the relationship between service quality and customer loyalty. The research process and conclusions of this paper will enable the enterprise to better development...