| When the economic development entered the 21st century,its development speed gradually slowed down and entered the busy lane of structural adjustment.As an important part of the financial industry,the financial industry was also affected by the impact that the financial market was officially transferred to free competition.The banking industry is increasingly fiercely competitive.With the continuous improvement and popularization of financial products,the financial products provided in the financial market have become indistinguishable.Customers are the core resources for the development of the banking industry,and“customer perceived value”is recognized and studied by more and more financial practitioners.The competition of commercial banks has largely been transformed into competition in service levels and service methods.As the number of city commercial banks increases and foreign banks join,the future competition will become more intense.Therefore,while domestic banks improve their products,they are more emphasizing the improvement of service levels.However,the improvement of banking services has long-term,versatile and staged,and the service quality is also highly unstable.Expectations and their loyalty and other opponents in the interbank market have greater impact and greater volatility.In the banking industry,the customer’s expected value and loyalty are determined by the customer’s perceived value of the bank.For the future development of the banking industry,how to effectively enhance customer perceived value will become an important means to enhance service competitiveness,increase market share,promote product promotion,and promote profit growth.This paper takes the customer’s perceived value as the research object,and studies the customer’s perceived value improvement strategy with the example of ICBC’s behavior.Firstly,the thesis expounds the development of the banking industry at home and abroad,the operating environment and the status quo of service,and generalizes the status quo and trend of the development of commercial banks,and proposes the necessity of improving the core competitiveness of the bank by enhancing the perceived value of customers.Secondly,the paper summarizes and narrates the concept,dimension,empirical model and customer perceived value of customer perceived value at home and abroad,and explains the divorce basis of the paper.Thirdly,the paper introduces the status quo of Shenyang Branch with the example of ICBC Shenyang,and analyzes the current situation.Finally,based on the questionnaires of customers of Shenyang Branch of ICBC,the paper studies the five factors of social value,product value,service value,perceived risk and perceived cost,finds weak links,improves corresponding strategies,and proposes to increase innovative banking products and optimize service links.To improve the business capabilities and service levels of bank personnel,and to comprehensively enhance the competitiveness of ICBC Shenyang Branch by comprehensively reflecting the influencing factors of customer perceived value. |
