论商业银行顾客忠诚度的提高  

The Improvement of Customer Loyalty in Commercial Banks

作　　者：胡瑜慧[1] 

机构地区：[1]集美大学财经学院,福建厦门361021

出　　处：《商业研究》2006年第6期74-77,共4页Commercial Research

摘　　要：忠诚的顾客对商业银行的经济效益影响极大,影响顾客忠诚度的因素有转移成本、顾客满意、顾客信任以及顾客感知价值。要提高商业银行的顾客忠诚度,必须在“以客户为中心”的理念的指导下,在利用数据仓库,对顾客进行分类管理,提供个性化服务的同时,进行业务流程创新,实行内部营销。Loyal customers can greatly promote conancreial bank＇ s profit. There are such factors influencing customer loyalty as follows： shifting cost, customer satisfaction, customer trust and customer perceived valuc.In order to improve customer loyalty in commercial banks, it is necessary to classify customers by using data base technique, innovating business procedure and implementing internal marketing.

关 键 词：商业银行 顾客忠诚 顾客感知价值 内部营销 

分 类 号：F713[经济管理—产业经济]