Research On Customer Loyalty Of HN Rural Commercial Bank

At present,the social and economic development of our country is gradually changing from high-speed development to stable development,and the financial industry is also gradually developing towards perfection.Urban commercial banks and rural commercial banks in some areas have begun to occupy an important position slowly.In recent years,with the rapid rise of Internet finance,the competition between inside and outside banks has intensified day by day.The loyalty of its customers is much lower than before.The customers show the characteristics of small business items and weak stickiness.On the one hand,the research on customer loyalty and its influencing factors can improve the reputation and brand of commercial banks,on the other hand,more customers can affirm the products and services of the bank and obtain a certain degree of customer loyalty.In this study,the author first briefly introduces the background and significance of the research,secondly by looking through a large number of domestic and foreign literature papers on customer loyalty and its influencing factors,and to sort out its research results.In this paper,theoretical analysis,questionnaire survey,quantitative analysis and qualitative analysis are used to study HN rural commercial bank.Based on the detailed introduction of the development status of HN rural commercial bank and the current methods of customer loyalty management,this paper makes a questionnaire survey on its customers and makes separate interviews with some customers.Mainly from the bank's own point of view and customer perspective to carry on the analysis,The bank is mainly affected by the backward distribution of the network,the lack of competitiveness of the product customers,the need to improve the staffing and service quality,and mainly analyzes the basic characteristics of the customer from the customer point of view.The three aspects of customer satisfaction and customer loyalty are discussed in order to study the factors affecting customer loyalty of HN rural commercial bank.Finally,according to the actual situation of HN rural commercial bank,this paper puts forward the following suggestions: first,to segment the target customers,second,to optimize the location and hardware conditions,third,to improve the service quality of employees,fourth,to cultivate customer relationship trust,and fifth,to improve the bank's soft power.The sixth is to improve the cost of customer conversion and foster emotional identity.This article has carried on the detailed research to the HN rural commercial bank customer loyalty and has put forward the related suggestion,this not only has the scientific theory guidance to enhance the HN rural commercial bank customer loyalty,And for other rural commercial banks and other financial institutions in customer loyalty and customer relationship management has a certain reference value.