手机银行客户价值定义及其影响因素分析  

Definition and Influencing Factors Analysis of Mobile Phone Banking Customer Value

作　　者：魏新[1] 贺昌政[1] 朱兵[1] 

机构地区：[1]四川大学商学院,成都610064

出　　处：《软科学》2015年第8期93-96,134,共5页Soft Science

基　　金：国家自然科学基金项目(71071101);教育部博士点基金项目(20120181120074)

摘　　要：通过某商业银行的真实数据库,用Wilcoxon符号秩检验法发现客户在开通手机银行前后的交易行为和利润贡献有较大的改变。在企业角度的客户价值的理论基础上,根据利润的增加这一现象构建了手机银行的客户当前价值的理论框架。最后利用线性回归模型对该价值的影响因素做了分析,发现年青、男性、有较高的交易频率、开通了多个产品、尤其是理财和基金产品的客户的手机银行当前价值较高。Through the real data of a commercial bank, this paper found that the customer has a great change in the mobile phone banking and trading behavior and profit contribution with the Wileoxon signed rank test. Theory in the perspective of enterprises customer value, according to the profit increases the established mobile phone bank customer current value theo- ry framework. Impact on the value of the linear regression model to do the analysis, found that young, male, trading fre- quency, high opened multiple products, especially the financial and fund products to customers of mobile phone bank cur- rent value.

关 键 词：手机银行 客户价值 Wilcoxon符号秩检验 线性回归 

分 类 号：F832.2[经济管理—金融学]