我国商业银行客户忠诚度研究  

An Application of Structural Equation Model Based on Partial Least Square in the Research on Chinese Com-mercial Banks’ Customer Loyalty

作　　者：王建军[1] 张勇[1] 池宏[2] 

机构地区：[1]中国科技大学 [2]中国科学院科技政策与管理科学研究所

出　　处：《南开管理评论》2006年第4期29-34,共6页Nankai Business Review

基　　金：中国科学院院长基金资助项目(基金号:yjjz946)的资助

摘　　要：随着银行业竞争的日益激烈,提高客户忠诚度已经成为决定银行盈利能力的关键。本文通过分析影响我国银行客户忠诚度的因素,建立了客户忠诚度及其影响因素之间的结构方程模型,并采用PLS方法对模型的参数进行估计。在此基础上,基于某商业银行的实际调查数据给出了一个算例,对计算的结果进行了分析,并提出了相应的对策建议。With the competence between banks being more and more severe, customers＇ loyalty has become the decisive factor of a bank＇ earning ability. This article analyses the factors that influence customer loyalty of Chinese commercial banks, and sets up a Structural Equation Model （SEM） on customer loyalty and the factors influencing it. Partial Least Square method has been used to estimate the parameters of the model, and then an example has been offered with the data deriving from a practical survey of a commercial bank. At last, the result of the example has been analyzed and the correspondent solutions have been put forward.

关 键 词：客户忠诚度 结构方程 PLS方法 

分 类 号：F832.2[经济管理—金融学]