Research On X Bank Retail Customer Loyalty Enhancement Strategy

In recent years,the state has attached great importance to the role of consumption upgrading in economic growth.In the case of banks,promoting financial services,upgrading consumption,and integrating innovation are both corporate responsibilities and development opportunities.Bank retail business has the basic characteristics of high asset quality and low volatility,and is gradually becoming the focus of the banking industry.The value of the retail business is mainly from customers,and a large and loyal group of wealth management customers can bring sustained market size and profit to the bank.At present,China's banking retail business has the characteristics of many types of products,high service homogeneity and strong customer liquidity.Therefore,managing the loyalty of bank customers will directly affect the number of bank customers,which has strong practical and theoretical significance.Therefore,this article takes X County X Bank as an example to investigate the bank's retail business customer loyalty to enhance the competitiveness of X Bank's retail business.By studying the relevant literature on customer loyalty research at home and abroad,this paper clarifies that improving customer loyalty plays an important role in promoting the growth of bank retail business;according to the theoretical basis of customer satisfaction theory,relationship trust theory and transfer cost theory,according to X county Questionnaires were developed for the actual situation of X Bank,and questionnaires were designed from four aspects:bank brand value,product composition,service quality and customer satisfaction.Investigate the retail customer loyalty of X Bank.At the same time,use the statistical analysis method to process the data information obtained by the questionnaire,understand the customer's loyalty to the retail business of X County X Bank,and propose the factors affecting loyalty.Further analysis the inadequacies of the work of X County X Bank,and finally put forward targeted measures.The research resultsshow that most of the customers are more recognized for the brand and product structure of the X County X Bank retail business,while the service quality is weak,and the customer satisfaction is general,indicating that the bank management strategy still has problems;the existing X county X Bank problems Further pointed out the corresponding improvement measures and customer loyalty management strategies.The article concludes with a summary of the study and an outlook for future research.