Research On The Influence Of The Comsumer–perceived Csr On Comsumer Loyalty In China CITIC Bank,Lanzhou Branch

Against the background of economic globalization,the management strategy of commercial bank has changed from "economies of scale" to "customer benefits" ?For China's financial market,the bank's products are still not very different among the banks,which will lead to increasingly fierce competition between banks.How to win customers through soft power is bound to be a major issue for all the banks.Some social responsibility performance,such as the protection of the financial consumer's rights and interests,the protection of vulnerable groups,environmental protection,would win wide reputation for the bank.Many foreign facts and research has proved that the bank's fulfillment of social responsibility,such as charitable donations,is the way to enhance its soft strength.CITIC Bank,as the earliest emerging commercial banks in China,was founded in 1987.CITIC Bank has entered Lanzhou area for 6 years.For CITIC Bank,how to ensure customer loyalty is particularly important.Because Lanzhou CITIC Bank facing the pressure to ensure customer deposits is much higher than that of the large state-owned banks,CITIC Bank has more power in search of greater customer loyalty.This paper is from a point of financial consumers,to study Lanzhou Branch of China CITIC Bank.Through the questionnaire survey to obtain first-hand data,this paper studies the relationship among Lanzhou CITIC's social responsibility,reputation,customer loyalty and their interaction mode.First of all,from the perspective of financial consumer,social responsibility is divided,such as consumer responsibility,area support responsibility,and the responsibility to protect the environment.Then by constructing the research model about the relationship among three factors,the paper establishes the research hypothesis.Using the method of customer questionnaire survey of Lanzhou branch customers,the paper has received 216 valid questionnaire replies.After the data analysis,this paper has the following conclusions: There is a positive correlation between reputation and customer loyalty and social responsibility in Lanzhou CITIC Bank,where the reputation plays the intermediary role.Based on the analysis of the results of the study,the Lanzhou CITIC Bank put forward the corresponding recommendations: First,change the concept of social responsibility.Second,do a good job in the reputation building.Third,develop the level of public charity and green finance.At last,this paper analyzed the deficiency and prospect about the research.