商业银行个人客户忠诚度细分模式的研究

发布时间：2019-01-14 11:36

【摘要】：伴随着我国银行业的全面开放以及国内外银行间的竞争日益激烈，个人客户已经成为商业银行争夺的焦点。提高个人客户忠诚度成为决定银行盈利能力的关键。本文阐述了客户忠诚度的相关理论以及客户忠诚对企业的重要性，通过分析影响我国商业银行个人客户忠诚度的各种因素及其相互作用，提出并建立了用于测量我国商业银行个人客户忠诚度的细分模式。在此基础上，利用农业银行的实际调查数据，对设计的细分模式进行了实证，并对研究的结果进行了分析。论文最后还提出基于商业银行个人客户忠诚度细分模式的营销策略，为我国商业银行经营管理提供技术支持。在对个人客户忠诚度细分模式的分析研究中，本文对RFM模型、NPS模型进行了测量技术上的改进和应用上的创新，丰富了管理技术方法。同时，突破了传统上对商业银行个人客户忠诚度的测量仅局限于单维度或多维度而不系统的研究方法，而是以系统的观点对客户忠诚进行了多维度、多角度和多层次的研究，对个人客户忠诚的多个属性实现了有机的结合，，拓展和深化了对客户忠诚度理论的研究领域。
[Abstract]:With the comprehensive opening of our banking industry and the increasingly fierce competition between domestic and foreign banks, individual customers have become the focus of commercial banks. Improving the loyalty of individual customers becomes the key to determine the profitability of banks. This paper expounds the relevant theory of customer loyalty and the importance of customer loyalty to enterprises, and analyzes the various factors affecting the individual customer loyalty of Chinese commercial banks and their interaction. A subdivision model is proposed to measure the customer loyalty of commercial banks in China. On this basis, using the actual investigation data of the Agricultural Bank of China, this paper makes an empirical study on the designed subdivision model and analyzes the results of the research. Finally, the paper puts forward the marketing strategy based on the customer loyalty subdivision model of commercial banks, which provides technical support for the management of commercial banks in China. In the analysis and research of individual customer loyalty subdivision model, this paper improves the measurement technology of RFM model and NPS model, and enriches the management technology method. At the same time, it breaks through the traditional research method that the measurement of individual customer loyalty of commercial banks is limited to single dimension or multi-dimension, but not systematic, but carries on the multi-dimensional, multi-angle and multi-level research on customer loyalty from a systematic point of view. The multiple attributes of individual customer loyalty are combined organically, and the research field of customer loyalty theory is expanded and deepened.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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