Research On The Customer Loyalty Of Spd Nanchang Branch Finance Products

In recent years, reducing the pace of interest rate cuts has never stopped, only in 2015, benchmark interest rates decreased by 5 times, deposits are hard to meet customer demand for profits, more and more customers are looking to the financial markets. Judging from assets of the banking sector in recent years, deposits is declining and financial products retention of funds is continuing to improve, with this we can see that bank earnings structure is changing, investments in consumer habits and concepts at times, contemporary dialogue between identity of customers prefer to investors and banks.Meanwhile, response to customer demand, more and more financial products appear on the market, in order to meet the needs of different customer groups, emerging network financial platform to give birth, compared to traditional bank financing, higher benefit network, flexibility and advantages such as easy to buy out, doubling the financial markets. Many other private finance companies are also rolling out high-yield financial products, in order to seize the market, and launched many activities purchased financial gifts to win over the hearts of many customers.Face cut and new financial supplier of the two shocks, banks financial market is under great threat, occupies its own in the fierce competition in the banking market, while continuing to break expanding market is every bank thought-provoking questions.This study on the premise of real developments in the finance and banking, through summarized on the basis of the related research, find the key factors that influence customer loyalty for financial products: the value of quality, experience, risk perception and social value. Above four dimensions as a foundation and build customer loyalty study on theoretical model of banking products. Then, for model proposed related assumed, and according to assumed developed questionnaire, to PufaBank Nanchang branch of financial purchase customer issued questionnaire for survey, will collected to of data finishing classified, and through SPSS17.0 tool of empirical analysis, excavations out quality value, and experience value, and perception risk and social value on attitude loyalty degrees and behavior loyalty degrees effect of degree, for Bank training customer on financial products of loyalty degrees provides must of theory based. Meanwhile, according to the conclusions put forward the corresponding marketing recommendations, with a view to specific financial product marketing for the Bank to make some contribution to practice.