A Research Report About Electronic Banking Customer Loyalty Of Ping'An Bank Shen Zhen Branch

Nowadays,internet information technology is highly developed and diversified creative evolution has emerged.As one of the strategic developing transactions of the transfer of conventional transactions,the development of electronic banking must keep up with the tide of internet finance.Moreover,the development of electronic banking not only aims at the decrease of cost but also being one of the important transactions to transfer the profit model and business pattern.Because of competition of bank channel being saturated and the convergence of the products of electronic banking,customer preference has become the source of improving competitiveness of each bank in the internet economic times.Since customers are the most valuable resources to improve their competitiveness,how to improve customer satisfaction and how to enhance customer loyalty have become one of the problems that a large number of banks are pay attention to.On one hand the article analyzes the elements that influence customer loyalty based on previous research,on the other hand it empirically analyzes the customer loyalty of the electronic banking of Bank of Ping An and offers specific and targeted advice towards the development of the electronic banking.Firstly,the dissertation introduces the research background,purposes and methods and describes the definition of electronic banking and customer loyalty with related theoretical research on elements that influence customer loyalty which paves of way for the following research.Secondly,the dissertation deduces that elements which influence customer loyalty are customer satisfaction,customer relational benefits and transaction cost.Results of questionnaire demonstrate that customer satisfaction is the biggest factor that affects the customer loyalty.Furthermore,the article processes reliability analysis and correlation analysis through SPSS to test the reliability of the data.It also deduces the proportion of the above elements in customer loyalty based on analysis hierarchy process.Meanwhile,the essay analyzes the problems generate from the development of electronic banking including the security of electronic banking,branding campaign among banks,product innovation and follow-up services.Finally,the article offers specific and targeted advice toward the development of the electronic banking of the Bank of Ping An based on the factors that affect customer loyalty of its electronic banking,the current situation and development backgrounds of the bank which includes diversified management of customers,enhance on product and service innovation and reinforce on professional management of human resource.