我国银行个人客户转换成本的实证分析  

An Empirical Analysis of Individual Customers' Switching Costs for Bank Services in China

作　　者：粟勤[1] 陈媛 

机构地区：[1]对外经济贸易大学金融学院,北京100029 [2]普华永道会计师事务所北京办事处,北京100020

出　　处：《广东金融学院学报》2009年第5期27-37,共11页Journal of Guangdong University of Finance

摘　　要：随着商业银行从批发向零售业务战略转型的推进,个人客户资源的争夺日益激烈。通过提高客户的转换成本来提高客户的保留率,已经成为商业银行提高市场竞争力的重要手段。对中国28个城市735份有效样本数据的实证分析显示,除了年龄与受教育程度等个体因素外,银行—客户关系和客户对银行服务的评价对转换成本影响显著。因此,提高服务质量、改善银行—客户关系对于银行提高竞争力具有重要意义。As commercial banks transfer strategically its major business from wholesale to retail banking, the competition for individual customers have become intense. It is important for banks to improve competitiveness by increasing customers＇ switching costs. The empirical study using 735 data from a survey questionnaire from a random sample of individual bank customers in 28 cities in China reveals that besides individual factors like age and education, factors that significantly influence switching costs also include bank-customer relationship and customers＇ evaluation of bank services. These results have important implications for improving banks＇ market competitiveness.

关 键 词：转换成本 银行-客户关系 关系型银行 

分 类 号：F832.479[经济管理—金融学]