中国建设银行个人客户忠诚度影响因素研究
发布时间：2018-11-24 15:26
【摘要】：近年来我国商业银行发展迅速，其中个人业务发展尤为突出，个人客户的规模增长迅速，其消费需求也越来越多样化。为了满足个人客户的需求，各商业银行纷纷推出新颖的个人业务产品及服务，加快其产品创新的速度，各银行之间互相模仿的周期日益缩短，金融产品同质化现象也越来越严重。这些现象都使得客户在进行选择时，难以从众多同质产品中选出适合自己的产品，客户从不同银行购买同类型产品的区别并不明显，也就使得客户对某一家特定银行的忠诚度不高。建设银行要在这种激烈的竞争中取得比较优势，很大程度上取决于如何从个人客户忠诚度的众多影响因素中找到自身特有的因素，从而有针对性的提高其客户忠诚度。 本文运用结构方程模型，对建设银行个人客户忠诚度的影响因素进行分析。在建设银行个人客户忠诚度的研究背景及其国内外相关研究现状的分析基础上，本文对前人研究加以整合分析，总结归纳出了建设银行个人客户忠诚度的主要影响因素，，即服务品质、关系品质、感知价值和感知风险，此外本研究将品牌权益也加入到模型当中，从而建立起建设银行个人客户忠诚度的影响因素模型。在此基础上通过分析各因素之间的关系提出对于各个路径的研究假设，使用问卷收集的样本数据，通过软件SPSS18以及AMOS17.0对所建立的结构方程模型进行分析，并经过四次模型修正以后，最终得出了各影响因素及客户忠诚度之间的关系及各因素对客户忠诚度的影响效应大小。结果显示，五个因素对客户忠诚度的影响效应从大到小依次为服务品质、关系品质、感知价值、品牌权益和感知风险，在此基础上提出了有针对性的改进建设银行的个人客户忠诚度整体水平的措施建议。
[Abstract]:In recent years, commercial banks in China have developed rapidly, among which personal business development is particularly prominent, the scale of individual customers is growing rapidly, and their consumption demand is becoming more and more diversified. In order to meet the needs of individual customers, commercial banks have introduced new personal business products and services to speed up the pace of product innovation, and the cycle of imitation among banks has been shortened day by day. Homogenization of financial products is becoming more and more serious. These phenomena make it difficult for customers to choose the right products from many homogeneous products, and the difference between buying the same kind of products from different banks is not obvious. This makes customers less loyal to a particular bank. In order to obtain the comparative advantage in this fierce competition, China Construction Bank depends to a great extent on how to find its own unique factors from the many influencing factors of individual customer loyalty, so as to improve its customer loyalty. In this paper, the structural equation model is used to analyze the influencing factors of individual customer loyalty in China Construction Bank. On the basis of the research background of CCB personal customer loyalty and the analysis of the domestic and foreign related research status, this paper analyzes the former research and summarizes the main influencing factors of CCB personal customer loyalty. That is, service quality, relationship quality, perceived value and perceived risk. In addition, this study also adds brand equity to the model, thus establishing the model of individual customer loyalty of China Construction Bank. On this basis, by analyzing the relationship between the factors, the research hypothesis of each path is put forward, and the structural equation model is analyzed by using the sample data collected by the questionnaire and the software SPSS18 and AMOS17.0. After four times model modification, the relationship between each factor and customer loyalty and the effect of each factor on customer loyalty are obtained. The results show that the effects of five factors on customer loyalty are: service quality, relationship quality, perceived value, brand equity and perceived risk. On this basis, the paper puts forward some measures to improve the overall level of individual customer loyalty of CCB.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274
本文编号：2354243
[Abstract]:In recent years, commercial banks in China have developed rapidly, among which personal business development is particularly prominent, the scale of individual customers is growing rapidly, and their consumption demand is becoming more and more diversified. In order to meet the needs of individual customers, commercial banks have introduced new personal business products and services to speed up the pace of product innovation, and the cycle of imitation among banks has been shortened day by day. Homogenization of financial products is becoming more and more serious. These phenomena make it difficult for customers to choose the right products from many homogeneous products, and the difference between buying the same kind of products from different banks is not obvious. This makes customers less loyal to a particular bank. In order to obtain the comparative advantage in this fierce competition, China Construction Bank depends to a great extent on how to find its own unique factors from the many influencing factors of individual customer loyalty, so as to improve its customer loyalty. In this paper, the structural equation model is used to analyze the influencing factors of individual customer loyalty in China Construction Bank. On the basis of the research background of CCB personal customer loyalty and the analysis of the domestic and foreign related research status, this paper analyzes the former research and summarizes the main influencing factors of CCB personal customer loyalty. That is, service quality, relationship quality, perceived value and perceived risk. In addition, this study also adds brand equity to the model, thus establishing the model of individual customer loyalty of China Construction Bank. On this basis, by analyzing the relationship between the factors, the research hypothesis of each path is put forward, and the structural equation model is analyzed by using the sample data collected by the questionnaire and the software SPSS18 and AMOS17.0. After four times model modification, the relationship between each factor and customer loyalty and the effect of each factor on customer loyalty are obtained. The results show that the effects of five factors on customer loyalty are: service quality, relationship quality, perceived value, brand equity and perceived risk. On this basis, the paper puts forward some measures to improve the overall level of individual customer loyalty of CCB.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274
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