【摘要】：近年來我國(guó)商業(yè)銀行發(fā)展迅速，其中個(gè)人業(yè)務(wù)發(fā)展尤為突出，個(gè)人客戶的規(guī)模增長(zhǎng)迅速，其消費(fèi)需求也越來越多樣化。為了滿足個(gè)人客戶的需求，各商業(yè)銀行紛紛推出新穎的個(gè)人業(yè)務(wù)產(chǎn)品及服務(wù)，加快其產(chǎn)品創(chuàng)新的速度，各銀行之間互相模仿的周期日益縮短，金融產(chǎn)品同質(zhì)化現(xiàn)象也越來越嚴(yán)重。這些現(xiàn)象都使得客戶在進(jìn)行選擇時(shí)，難以從眾多同質(zhì)產(chǎn)品中選出適合自己的產(chǎn)品，客戶從不同銀行購(gòu)買同類型產(chǎn)品的區(qū)別并不明顯，也就使得客戶對(duì)某一家特定銀行的忠誠(chéng)度不高。建設(shè)銀行要在這種激烈的競(jìng)爭(zhēng)中取得比較優(yōu)勢(shì)，很大程度上取決于如何從個(gè)人客戶忠誠(chéng)度的眾多影響因素中找到自身特有的因素，從而有針對(duì)性的提高其客戶忠誠(chéng)度。 本文運(yùn)用結(jié)構(gòu)方程模型，對(duì)建設(shè)銀行個(gè)人客戶忠誠(chéng)度的影響因素進(jìn)行分析。在建設(shè)銀行個(gè)人客戶忠誠(chéng)度的研究背景及其國(guó)內(nèi)外相關(guān)研究現(xiàn)狀的分析基礎(chǔ)上，本文對(duì)前人研究加以整合分析，總結(jié)歸納出了建設(shè)銀行個(gè)人客戶忠誠(chéng)度的主要影響因素，，即服務(wù)品質(zhì)、關(guān)系品質(zhì)、感知價(jià)值和感知風(fēng)險(xiǎn)，此外本研究將品牌權(quán)益也加入到模型當(dāng)中，從而建立起建設(shè)銀行個(gè)人客戶忠誠(chéng)度的影響因素模型。在此基礎(chǔ)上通過分析各因素之間的關(guān)系提出對(duì)于各個(gè)路徑的研究假設(shè)，使用問卷收集的樣本數(shù)據(jù)，通過軟件SPSS18以及AMOS17.0對(duì)所建立的結(jié)構(gòu)方程模型進(jìn)行分析，并經(jīng)過四次模型修正以后，最終得出了各影響因素及客戶忠誠(chéng)度之間的關(guān)系及各因素對(duì)客戶忠誠(chéng)度的影響效應(yīng)大小。結(jié)果顯示，五個(gè)因素對(duì)客戶忠誠(chéng)度的影響效應(yīng)從大到小依次為服務(wù)品質(zhì)、關(guān)系品質(zhì)、感知價(jià)值、品牌權(quán)益和感知風(fēng)險(xiǎn)，在此基礎(chǔ)上提出了有針對(duì)性的改進(jìn)建設(shè)銀行的個(gè)人客戶忠誠(chéng)度整體水平的措施建議。
[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.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33;F274

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