关系营销背景下维护商业银行顾客忠诚的策略研究  

The Strategy Study on Maintaining Customer Loyalty of Commercial Banks under the Background of the Relationship Marketing

作　　者：胡礼文[1] 汪子茵 

机构地区：[1]江西师范大学,江西南昌330022

出　　处：《金融教育研究》2015年第3期11-15,共5页Research of Finance and Education

摘　　要：随着各商业银行规模的扩大以及外资商业银行的冲击,国内商业银行面临着巨大的挑战,如何维护顾客忠诚成为商业银行的一大难题。文章以关系营销为背景,分析了目前商业银行在维护顾客忠诚所面临的挑战及其影响因素,并从提高消费者的意识、获得消费者信任、建立银行与消费者的联系、提升顾客满意、鼓励顾客分享和巩固顾客忠诚等角度进行了探讨。不但丰富了商业银行维护顾客忠诚策略的理论研究,而且给商业银行维护顾客忠诚提供了具体的可操作性建议,具有一定的现实意义。With the expansion of the commercial banks and the impact of foreign commercial banks,domestic commercial banks are facing enormous challenges,how to maintain customer loyalty has become a major problem. At the background of relationship marketing,this paper discusses the current challenges and other factors in maintai-ning customer loyalty,and gives suggestions from increasing consumer’s awareness,gaining their trust,establishing links between banks and consumers,improve customer satisfaction,promoting customer sharing and consolidating customer loyalty. It not only enrich the strategy theory of commercial banks to maintain customer loyalty,but also provide specific operational suggestions,so it has certain practical significance.

关 键 词：关系营销 商业银行 顾客忠诚 

分 类 号：F830[经济管理—金融学]