Research On The Influencing Factors Of Customer Loyalty To Personal Finance Products Of Banks

With the fast development of China's economy in recent years,the improvement of citizens' awareness of financial management and the cooling down of capital market,commercial banks' personal finance products are attracting more and more attention.However,with so many customers having their personal requirements,commercial banks meet a tough issue on how to enhance customer loyalty and sustain a stable group of customers,so that they can consolidate their market share and survive in the highly competitive environment.Based on the theoretical and practical research on customer loyalty both at home and abroad,this paper establishes a model of the influencing factors of customers' loyalty to commercial bank's personal finance products.The main indicators of the model are perception value,service convenience and customer satisfaction,and customer loyalty is divided into attitude loyalty and behavior loyalty to measure the impact of these indicators.This article makes five assumptions on the relationship between the three indicators and customer loyalty,and then proposes and validates five assumptions.After the reliability analysis and validity analysis on the returned valid questionnaires,we do an empirical analysis on the valid data through correlation analysis and regression analysis.The regression analysis results show that the perception value and service convenience for customers investing on commercial banks' personal finance products have a significant impact on customer satisfaction,and the service convenience has more influence than the perception value.Among the indicators affecting customers' investment on personal finance products,service convenience and perception value have significant influence on customer loyalty,and service convenience has more influence than perception value.The model of the influencing factors of personal finance product customer loyalty in this article provides some theoretical bases for commercial banks' customer loyalty.Furthermore,it also has some practical significance for the enhancement of service and competiveness of China's commercial banks.