Research On Customer Loyalty Promotion Strategy Of PF Bank Nanchang Branch

With the improvement of China's financial market system,more and more non-bank financial institutions have entered the period of vigorous development and occupied the original customer market of Banks,resulting in greater and greater challenges for traditional banking industry.For commercial Banks,customers are their most important production resources and must be firmly grasped.For commercial Banks,it is especially necessary and important to explore customer value and maintain customer relationship.The customer base decides the development scale of the market,and the customer loyalty is directly proportional to the business attention.Therefore,the practical and theoretical implications of banking customer loyalty management are important.Therefore,this paper takes Nanchang branch of the PF bank as an example to improve its business competitiveness through the investigation and research on the customer loyalty of the bank.Based on the bank of PF,Nanchang personal customer loyalty as research object,first clear the corresponds to the theoretical basis,including target market theory,marketing mix strategy,customer relation theory,and generalizes the domestic and foreign research related to customer loyalty,reviews the sources of customer loyalty,loyalty and development of related dimensions and driving factors of customer loyalty,the basic theory;Secondly,it describes the status quo of PF bank Nanchang branch and the existing loyalty maintenance measures,and designs a customer loyalty questionnaire from four dimensions of the bank's product attributes,service quality,brand awareness and conversion cost.Through the online and offline dual-channel distribution mode,a total of 280 questionnaires were issued and 260 questionnaires were recovered,among which 243 were valid.Then,SPSS21.0 statistical software was used to test the reliability and validity of the questionnaire data,and correlation,factor analysis and regression analysis were carried out.Based on the analysis in many aspects,problems and causes of customer loyalty in Nanchang branch of PF bank were summarized.The research results show that most of the customers have relatively recognized the service quality and brand awareness of the bank,while the existing product portfolio cannot meet the diversified needs of customers,and the conversion cost is low,which is likely to cause customer loss.This indicates that the existing management strategy of the bank is still defective and there is a large room for improvement.Again,on the bank of PF,Nanchang customer loyalty status andobjective conditions,guided by the basic theory of customer loyalty,around product attributes,service quality,brand awareness,switching cost and technology innovation index design targeted improvement measures and management strategies,and build the customer loyalty model PF bank Nanchang branch.The research of this paper has broadened the research perspective of personal customer loyalty.Through the analysis and research on the personal customer loyalty of PF bank Nanchang branch,the relevant promotion strategies have been defined,and some valuable reference Suggestions have been provided for the promotion of personal customer loyalty of PF bank Nanchang branch.