| Along with the deepening of China's financial system and market-oriented reform of interest rates, commercial banks of our country are undergoing dramatic changes in the operating environment and competition is becoming more intense. VIP customers of commercial banks have small number, but can bring extremely high value. Therefore, the VIP customers deeply influence the development of commercial banks, in particular, joint-stock commercial banks.As one of the earliest commercial bank to develop VIP customers in China, Z bank faces the problem of other banks emulating its retail business management concept and development mode, In recent years, the operation department of Nanjing branch faces serious situation of VIP customers' loss. After doing some research of management, this article will conduct an in-depth analysis of the situation, and finally find the reasons of VIP customers'loss. Meanwhile, according to actual circumstances, we will design control strategies of VIP customers'loss by using the theory of customer satisfaction and customer loyalty.The first chapter describes the background, objectives, ideas, methods and structures, with a view to providing a clear research framework. The second chapter mainly discusses theory of marketing and management including customer satisfaction, customer loyalty, and service marketing mix of 7P. The third chapter introduces the actual situation of VIP customers' loss in Nanjing branch department of Z bank, and proposes the significance of controlling VIP customers' loss. The fourth chapter states the influences on the customer satisfaction of products, service, age and sex etc. by issuing and analyzing the customer questionnaires. Based on a questionnaire, the fifth chapter conducted a VIP customers' loss analysis of Nanjing Branch department. The sixth chapter puts forward the measures of controlling VIP customers' loss by making use of related theory. Finally, the last chapter draws conclusions and prospects for the future. |
PDF Full Text Request