Research On The Factors In Influencing Customer Loyalty Of ICBC Retail Business And The Way To Improve It

Since 1990 s,China's commercial banks have gradually deepened the reform of the system,the banking industry has undergone profound changes in the competitive environment.The banking industry is rapidly changing from the seller's market to the buyer's market,and the competition of banks,investment and financing channels and customer demand are more diversified.Following the international trend,the bank's retail business has become an increasingly important source of bank profits,the bank will also retail business development strategy as an important strategy included in the implementation plan.However,in the increasingly competitive situation,ICBC has many deficiencies than in the same industry under gradually,become more and more obvious,resulting in a large number of customers,the decline in deposits and so on,so how to enhance the retail business of ICBC customer loyalty has become an important topic.In this paper,through the study of previous scholars,to explore the factors affecting customer loyalty and ways to enhance customer loyalty.According to the authors in the line of work experience and questionnaire survey,combined with the actual situation of ICBC,ICBC business analysis of customer loyalty in retail,and the specific situation of ICBC in the factors affecting customer loyalty and the existing problems,and further put forward the ways to improve.For the retail business of ICBC customer loyalty specific factors include the following four aspects:(1)the status quo and problems of customer satisfaction research is the analysis of the network facilities and hardware facilities,the ICBC ICBC ICBC brand image,product and service quality;(2)the status quo and problems of research mainly from the perceived value four aspects of functional value,emotional value,social value,perceived cost analysis;(3)the relationship between trust through customer relationship management of ICBC and ICBC's reputation and the scale of analysis on the status quo and problems;(4)the transfer cost analysis of the bank retail business the customer's financial cost,time cost and psychological the cost of the status quo and problems.From the four aspects of the factors affecting customer loyalty as the dimensions of the retail business of ICBC customer loyalty in the path ofrecommendations:(1)through the promotion of brand image,improve product and service quality,optimize network layout and perfect hardware facilities to enhance customer satisfaction;(2)by improving the functional value,emotional value,the social value,perceived of cost reduction,so as to enhance the customer perceived value;(3)the path to improve the trust from honesty,kindness,ability three aspects;(4)through cross selling marketing,service upgrade and enhance emotional maintenance so as to enhance the conversion cost.