浅谈我国商业银行客户忠诚度的提升.docVIP

山西财经大学毕业论文（设计）  PAGE 3 浅谈我国商业银行客户忠诚度的提升 摘 要：银行实施客户关系管理是金融市场开放、竞争的结果，是银行产品的服务多样化的结果，是信息网络技术日新月异、迅猛发展的结果，是银行生存发展的需要。对于银行来讲，忠诚客户意味着具有长期稳定增长的销售额、较低的营销成本以及持续上升的利润。所以必须提高顾客的忠诚度，尽量延长其生命期限，才能给企业创造更多的利润和销售。其次客户忠诚度提高可以产生口碑效应，吸引更多的消费者惠顾，使企业的业绩得以提升。由此可以看出浅析我国商业银行客户忠诚度的提升意义重大。 本文主要分为三大部分：第一部分主要是客户忠诚度基本理论分析，对客户忠诚度的基本概念做了简要的概述，并分析了影响商业银行中客户忠诚度的因素；第二部分是商业银行客户忠诚度的现状及问题分析，从两个方面阐述了商业银行客户忠诚度目前的现状，从六个方面分析了目前存在的问题；第三部分是提升商业银行客户忠诚度的措施，从整体上分析了提升商业银行客户忠诚度的思路和目标前提下根据影响客户忠诚度的因素分析了提升客户忠诚度的一些对策。 关键词：商业银行；客户忠诚度；提升对策 Analyses the ascension of customer loyalty in the Commercial Banks Abstract：Bank to implement customer relationship management is the result of financial markets open, competitive, and the result of the diversification of banking products service, it is the information network technology is developing rapidly, rapid development of the results, its bank for survival and development of need. For the bank, the loyal customer means long-term stable growth of the company’s sales, lower marketing costs and rising profits. Therefore, it must improve customer loyalty and extend their life span as far as possible in order to create more profits and more sales. Moreover, increasing of customer loyalty can generate oral traditions effect to attract more consumers, so that their performance can be improved. It can be seen that analyzing the enhancing of customer loyalty of Chinas commercial banks is significant. This paper mainly divided into three parts: the first part is mainly customer loyalty to the basic theoretical analysis, the basic concept of customer loyalty did briefly, and analyzes the impact of commercial bank customer loyalty factor; The second part is commercial bank customer loyalty, the present situation and problem analysis from two aspects of commercial bank customer loyalty, the current situation from six aspects and analyzes the present existing problems; The third part is to promote the commercial bank customer loyalty, from the overall analysis on measures to