Research On Customer Loyalty Promotion Strategy Of JX Bank

With the maturity and perfection of the market economy and the continuous improvement of the opening-up level,the competition in the banking industry at home and abroad is becoming increasingly fierce.With the development of China's economy,the reform of the system and the change of people's ideas,small and medium-sized commercial Banks have an increasing influence on China's economy and finance,and gradually develop into an important part of China's commercial banking system,constantly promoting the stable and healthy development of China's economy and finance.As the largest city commercial bank in jiangxi province,JX bank,on the one hand,faces the catch-up of other city commercial Banks in jiangxi province,on the other hand,it also faces the competition of securities,trust,insurance and Internet finance.Since the establishment of JX bank in 2015,its net profit has been growing rapidly year after year.However,with the intensification of market competition in recent years,JX bank is also faced with the situation of continuous customer loss,market share continues to decline and profit declines year by year.Therefore,how to improve customer loyalty of JX bank in the competition has become its focus issue.This paper takes the customer loyalty of JX bank as the research object.Firstly,it makes an in-depth analysis of the research on customer loyalty at home and abroad,and traces the origin and development of customer loyalty,the factors affecting the loyalty of commercial Banks and the promotion strategies and other basic theories.Then,I build customer satisfaction,customer perceived value,customer trust and customer switching costs four dimensions of customer loyalty model,through field research,the development status of JX bank was introduced in detail,on the basis of the JX bank customers has carried on the questionnaire survey,conducted a separate interviews for some customers,mainly from the perspective of the Banks themselves and customer Angle analysis,sums up the problems existing in the JX bank customer loyalty and the reasons.Thirdly,based on the current situation and problems of customer loyalty of JX bank and guided by the basic theory of customer loyalty,the author designed a highly targeted promotion strategy,which was mainly studied from the general idea,objective requirements,contents and implementation process of the strategy.This study makes the following recommendations for the problems found in theJX bank loyalty survey: first,customer segmentation and precision marketing to improve customer perceived value;Second,the implementation of policy and strategy maintenance,improve customer switching costs;Third,comprehensively optimize customer experience,enhance customer satisfaction;Fourth,build a bridge of mutual trust and enhance customer trust.The study of customer loyalty promotion strategy of JX bank has certain theoretical guiding significance for the relevant management of JX bank,and it is also expected to have certain reference value for other financial institutions such as commercial Banks in other cities in the aspects of customer loyalty and customer relationship management.