| Since the implementation of reform and opening-up in China in the late 1970 s,the economic level has improved rapidly,the national wealth has accumulated,and the comprehensive national strength has increased significantly.The stable social and economic environment has laid a foundation for the development and growth of the rich class in China.For commercial banks,the rich class,with strong economic strength and high recognition of the bank's financial products,are fully in line with the standards of commercial banks on individual VIP customers.Individual VIP customers is the core group that commercial banks are competing for because they are making much more contribution to commercial banks than ordinary customers.In recent years,with intensive competition in the financial industry,individual VIP customers in the S branch of Agricultural Bank of China have shown a downward trend in financial assets,and their satisfaction,loyalty and contribution to the bank have been declining.While reviewing the theory of personal VIP customer maintenance at home and abroad,this paper introduces in detail the practical experience of personal VIP customer maintenance in the major commercial banks in China,uses questionnaires to find out the satisfaction degree of individual VIP customers to the S branch of Agricultural Bank of China,and expounds the personal VIP customer maintenance of the S branch of Agricultural Bank of China.This paper analyzes the problems existing in the personal VIP customer maintenance of S Branch from the aspects of product,personnel,communication and service,and then puts forward the concrete measures to improve the VIP customer maintenance of S Branch,aiming at raising the efficiency of customer maintenance of S Branch,enhancing customer loyalty and contribution,and increasing the comprehensive contribution of VIP customers to S Branch,so as to promote the common development of individual VIP customers and S sub branches. |
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