Research On Individual Customer Loyalty Of Mobile Banking Based On PLS-SEM Model

With the coming of 4G era,mobile phones increasingly become inseparable necessities for everyone.Range of products and services which are closely related to the phone are more necessary to the public.As one of the new electronic banking products launched by commercial banks,the mobile banking is not worse than the third-party products no matter in the aspect of product desire or the marketing services.However,it is far from its similar products in the aspect of customer loyalty.As we all know,competition in the market can be attributed to the customer resource competition in the final.Customers who have higher loyalty always have more market potential.Thus the key to win the banking competition is attracting more customers as well as maintaining long-term customer loyalty.Based on the actual survey data,the paper verifies the factors which affect the customer loyalty of mobile banking as well as the path and extent among these factors.In addition,it puts forward with some effective promotion strategy from three segments which are the quality of service,the marketing,and the segmentation of customer groups of mobile banking.Finally,it not only alleviates the shortage of the quantitative research related to the evaluation of banking customer loyalty,but also has profound practical significance for enhancing the development of the mobile banking as well as improving the business performance and competitiveness of the banking.This article builds a structural equation model from the perspective of customer loyalty.The model chooses service quality,switching costs,trust relationship and bank's image as exogenous latent variables,while selects customer satisfaction,customer loyalty and perceived value as the endogenous latent variables.The paper uses the way of paper questionnaire combining with network questionnaires and chooses representative areas to bring about the questionnaire survey."Then,on the base of the actual survey data,it tests and analyzes the model by means of partial least squares(PLS).The paper mainly uses SPSS20.0 and SmartPLS3.0 software for data processing.And the model estimation results obtained in the final is relatively ideal.From the empirical results,the paper obtains these main conclusions:service quality and perceived value of customers have the most significant positive impact on individual customer loyalty of mobile banking.Trust relationship,bank's image and customer satisfaction also have positive influence.Wherever,conversion costs of mobile banking has positive impact on customer loyalty while has negative effect on customer satisfaction.Based on the above research conclusion,this paper puts forward the following policy recommendations:First,upgrade the quality of service,provide personalized service and strengthen the user experience of mobile banking on the base of ensuring the transaction safety.Second,focus on the business innovation and prominent the features of products and services,so as to occupy the market share preemptively.Third,classify different customer groups and offer them different services with high quality,and also further improve the information feedback system of the using customers.