Research On The Customer Loyalty Of CMBC Nanchang Branch Finance Products

With bank savings down significantly,the savings and loan spreads also makes a decline in interest income,and this has prompted Banks to accelerate change,are committed to the Internet as a platform,by means of large data analysis technology,the search for a specific target customer base,and fully excavate the characteristics and needs of customers,to develop suitable for customers as the means to compete the new financial products.Commercial Banks not only has the huge opportunity advantage,and facing the challenge of peak.How the game hold on to their market position,not eroded,commercial Banks need to solve an important problem.In financial war of no gunpowder smoke,the commercial Banks want to dominate,it should depend on customers,attract more high quality customers,retain existing customers,to grasp more customer resources to occupy the advantage in market competition.This paper uses literature research,questionnaire survey and interviews and other research methods,the comprehensive analysis of the commercial bank personal finance product characteristics,classification and influence factors of customer loyalty,on the basis of nanchang branch of bank of the people's livelihood,for example,to its customer loyalty has carried on the thorough investigation.Survey found that minsheng bank,nanchang branch customers for personalized services in terms of quality of service is the most satisfied,but less satisfied for service efficiency;In terms of financial product design,to design the most satisfied with the product yield and insurance rates,and are not satisfied with the product type and line comparison;In terms of risk,most customers can't accept expected income and actual income difference is bigger,most customers belong to the type of investor carefully;Preferences in the line to him competitive products,gains high are the main factors influencing the customer whether to continue to buy.In order to improve people's livelihood bank,nanchang branch of personal finance products customer loyalty,improving the quality of banking services,enhance core competitiveness.This paper proposes strengthening "to the guest of honour" service concept,improving the quality of banking services;The best money managers keep bank,building a professional financial management team,to provide quality services;Implement differentiation marketing,focus on customer oriented implementation of personalized loyalty programs,focus on strengthening quality and customer loyalty;Research and development of high quality products,from the perspective of product increase customers' willingness to choose strength,enhance customer loyalty and related Suggestions.