基于态度和行为的商业银行客户忠诚度模型分析-金融学专业论文.docxVIP

万方数据 万方数据 摘要 随着我国金融业开放程度的不断加深,外国银行纷纷进驻中国市场，凭借其雄厚 的经济实力以及长期积累的先进管理经营理念，对我国商业银行构成巨大威胁，与 此同时，我国商业银行同业间竞争也日益白热化，整个银行业呈现出一种你追我赶 的局面，长此以往势必会导致银行忠诚客户的流失。面对如此严峻的形势，如何提 高客户忠诚度成为商业银行中的重中之重和管理目标。 本文以商业银行个人客户忠诚度为研究对象，对客户忠诚度基本理论、客户忠 诚度研究以及商业银行客户忠诚度研究等几个方面进行了文献梳理，在此基础上， 从态度和行为两个维度对我国商业银行个人客户忠诚度进行了实证研究。首先，设 计了关于商业银行客户忠诚度的调查问卷，并向青岛市多家商业银行进行发放，来 获得调查数据；其次，运用因子分析对数据进行处理，提取影响商业银行态度忠诚 和行为忠诚的潜在变量；再次，通过建立线性联立方程模型以及非线性 Logistic 联 立方程模型，分析影响商业银行客户忠诚度的各个因素间的关系；最后，结合已处 理数据，进行实证分析，得到各个因素对客户态度忠诚以及行为忠诚的影响程度， 并进行相关政策建议，以期为我国商业银行客户忠诚度培育提供理论和实践指导。 关键词：商业银行；态度忠诚；行为忠诚；联立方程；实证分析 Abstract As the deepening of the openness of Chinas financial industry, foreign banks have entered Chinese market in succession and pose great threats to our country’s commercial banks with their strong economic strength and long-term accumulation of advanced management concepts. Meanwhile, horizontal competitions among Chinese commercial banks are increasingly heated and the entire banking industry presents a situation of leapfrogging, which in the long term will inevitably lead to the loss of banks’ loyal customers. Faced with such serious situation, how to improve customer loyalty becomes the top priority and pursuit goals of commercial banks at present. The thesis focusing on individual customer loyalty of commercial banks, firstly has a literature review on several aspects such as the basic theory of customer loyalty, customer loyalty research and commercial banks’ customer loyalty etc. and then on this basis carries on the empirical research on individual customer loyalty of China’s commercial banks from the dimensions of attitude and behavior. Firstly, questionnaires on commercial banks’ customer loyalty has been designed and issued to several commercial banks in Qingdao in order to get survey data. Secondly, the potential variables that affect the attitude loyalty and behavior loyalty of commercial banks have been extracted from the data by the method of factor analysis. Thirdly, the relationships of various factors t