中国山东省烟台市部分上市银行和民营银行的高端客户忠诚度:金融机构服务营销指南

Yuxue Wang
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引用次数: 0

摘要

研究高端客户忠诚度的最终目的是找出其在客户维护方面的不足,为公、民营银行提供相应的服务营销指引。本研究选取了中国农业银行和恒丰银行的高端客户群体作为具体研究对象,共收集了 380 个数据进行均值、标准差和相关性分析。通过数据统计分析发现,高端客户对服务质量、感知价值和客户满意度的感知程度各不相同。顾客忠诚度的潜在因素与各维度之间存在不同程度的正相关。为了改善变量之间的相关性,本研究从服务质量、感知价值和客户满意度三个方面为公共银行和私人银行提供了相关建议,指导其维护和提高高端客户对金融机构的忠诚度。
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High-end Customers Loyalty among Selected Public and Private Banks in Yantai City, Shandong Province, China: A Service Marketing Guide for Financial Institutions
The ultimate goal of studying high-end customer loyalty is to identify their shortcomings in customer maintenance and provide appropriate service marketing guidelines for public and private banks. This study selected the high-end customer groups of Agricultural Bank of China and Hengfeng Bank as specific research objects and collected a total of 380 data for mean, standard deviation, and correlation analysis. Through statistical analysis of data, it was found that high-end customers have varying degrees of perception towards service quality, perceived value, and customer satisfaction. There is a positive correlation between potential factors of customer loyalty and various dimensions to varying degrees. In order to improve the correlation between variables, this study provides relevant suggestions for public and private banks from three aspects: service quality, perceived value, and customer satisfaction, guiding them to maintain and improve the loyalty of high-end customers to financial institutions.
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