A Research On The Influence Of Costumer Perceived Value On Costumer Loyalty

Since 2014, the government continuous attention for the concept of internet+, Which Internet finance is the focus of attention. At present, the Internet finance as a new industry, whether it is academic research needs, enterprise development needs or national supervision and management needs, for the Internet finance research has become a hot topic. Under the trend of Internet finance, as a representative of the traditional financial industry, commercial banks in the development of their own Internet banking services should focus on what elements to meet customer demand for Internet finance. Marketing management as the core management tool for enterprises to develop new products and services, can play an important role in guiding role. For commercial banks, the development and promotion of new services should pay attention to the customer's perceived value and customer loyalty, customer loyalty is the ultimate pursuit of commercial banks.The main research content of this paper is divided into two levels:the first level is the theoretical analysis, through the literature collection and study, understand that commercial banks to provide customers with Internet finance services will change the customer's perceived value, thereby affecting customer loyalty to commercial banks. The second level is empirical analysis, based on previous studies in the relevant areas of customer perceived value and customer loyalty, combined with the characteristics of domestic commercial banks and expert guidance. Than I obtain the measurements and the corresponding items of customer perceived value and customer loyalty, when customer accept or not accept Internet finance services for commercial bank. The reliability and validity of the scale was tested by small sample tests.In this paper, we analyze the relationship between various dimensions of customer perceived value and customer loyalty by regression analysis, when customer accept or not accept Internet finance services for commercial bank. Come to the following conclusions:Internet finance services for commercial bank is not accepted, social value of customer loyalty significant impact. Internet finance services for commercial bank is not accepted, service value of customer loyalty significant impact, accept Internet finance services for commercial bank, social value of customer loyalty significant impact, accept Internet finance services for commercial bank, perceived cost of customer loyalty significant impact, accept Internet finance services for commercial bank, perceived risk of customer loyalty significant impact.According to the above conclusions, this paper puts forward suggestions for the domestic commercial banks to provide their own Internet finance services:reducing customer perceived cost, reducing customer perceived rise pay attention to the customer social value. And strengthening the business scope of the internet finance services for commercial bank.