Research On The Improvement Of Bank Customer Loyalty Under The Background Of Internet

With the popularity of the internet developing to a relatively high degree,internet finance has come to the fore since around 2016,providing unprecedented convenience for people’s capital needs and accommodation,has had a very far-reaching impact on the public.In just a few years has made great progress,as early as June 2020,the total number of domestic internet finance-related enterprises has reached more than 60,000.By the first quarter of 2020,the Internet financial market had reached ten trillion levels of scale and played an important role in the national economy.Under the unique situation of Internet finance,traditional financial institutions are facing severe challenges.In the past,traditional commercial banks,relying on a large number of physical outlets and various positions and policies formed by history,were as abundant as fish in the competitive market and constantly exploited the market in the tide of national economic development,it shows a trend of sustainable development.The emergence of internet finance,so that the various traditional advantages of traditional banks not only difficult to become its advantages,even can be said to have become a short board of its development.Under such circumstances,a considerable number of customers who originally belonged to commercial banks have shown a downward trend in their loyalty to traditional commercial banks.More and more people have chosen internet enterprises during the process of handling financial business,even formed a high degree of loyalty.Faced with this situation,the banking giants,represented by the four major state-owned banks,took advantage of their own technological and strength advantages to start exploring internet finance,and formed many new achievements,partly eased the pressure of development brought by internet finance,better to consolidate the loyalty of the original customers.However,for other commercial banks,the development of the layout of banking giant means greater development pressure and challenges.In view of this,this article takes A Rural Commercial Bank as the research object,in carries on the Questionnaire Survey Foundation,analyzes this bank customer loyalty under the internet finance background each kind of question,and carried on the multi-dimensional thorough analysis to the question,then has pondered the path which enhances the bank customer loyalty pertinently.Facing the challenge of Internet finance and the pressure of banking giant,the commercial banks represented by A Rural Commercial Bank have made some efforts in recent years,but the effect is not obvious.Under such circumstances,the commercial banks represented by A Rural Commercial Bank take Internet technology and big data technology as the grasp to promote the practice of precision marketing at the customer level,improve service quality and satisfaction,we will promote the formation of smart platforms at the technical level,innovate financial products,improve customer recommendation rates,improve the service level and quality at the personnel level,and bring in more internet talents to enhance customer loyalty,thereby promoting the long-term development of the enterprise.