Research On Influencing Factors Of Personal Finance Customer Loyalty In S Branch Of Huishang Bank

Since the reform and opening up,the income level of residents has shown a trend of rapid growth,and bank financial products have gradually come into the public view.For commercial banks,by accumulating customers with high loyalty and constantly buying financial products,commercial banks will gradually establish market advantages and improve their profit margin.How to find out the influence path of relevant factors on customer loyalty and take some measures to improve customer loyalty plays an important role in commercial banks to stand out in the fierce market competition environment.Firstly,this thesis summarizes the relevant theoretical research status of customer loyalty at home and abroad,and further introduces the concept,classification and characteristics of personal financial business,as well as the concept and influencing factors of customer loyalty.On the basis of these theories,combined with the basic situation of personal finance business of S branch of Huishang bank,taking the personal finance customer loyalty of s branch as the research object,this thesis constructs the personal finance customer loyalty evaluation index system of s branch.The primary indicators include service quality,perceived value,brand value,relationship quality and conversion cost.The primary indicators are refined and divided into 16 secondary indicators.By designing and conducting questionnaires and key customer interviews,this thesis investigates the influencing factors of loyalty of personal financial customers in S branch of Huishang bank,discusses how to affect the loyalty of personal financial customers from five aspects: service quality,perceived value,brand value,relationship quality and conversion cost,and uses structural equation model to fit the correlation coefficient of each influencing factor on loyalty and the influencing relationship between each factor,On this basis,this thesis puts forward the countermeasures to improve the personal finance customer loyalty of S branch of Huishang bank.