合同关系对零售客户消费的促进与流失影响

The Influence of Contractual Relationship on the Promotion and Loss of Retail Customer's Consumption

本文基于国内大型商业银行零售客户消费行为数据,研究合同关系对零售客户消费交易购买速率和流失速率及对零售客户非合同交易的影响。研究结果表明:(1)合同关系会对客户非合同交易产生影响,这种影响通过客户交易的购买速率和流失速率得以表现,从而影响零售客户的生命周期和最终价值;(2)不同类型的合同关系对客户同类非合同交易的作用方向和强度不同,这增加了客户行为的不确定性,也增大了银行实施营销策略的难度。因此,银行在制定零售业务营销策略时,需要通盘考虑合同关系和客户属性变量对客户消费交易的影响。

Based on the data of the retail customers' consumption behaviors of the domestic large commercial banks,this paper researches the influences of contractual relationship on the purchase frequency and running-off frequency of retail customers' consumption transaction, and on the retail customers' non-contractual transaction. The results of the paper show that,(1) the contractual relationship affects customers' non-contractual transaction, which is indicated by the purchase frequency and running-off frequency of customers' transaction, so it affects retail customer's life cycle and ultimate value;(2) for different type of contractual relationship, the direction and intensity of the influence on customer's same kind of non-contractual transaction are not the same, which adds the uncertainty of customers' behavior and the difficulty in implementing marketing strategy. Therefore, while the marketing strategy of retail business is made, the banks should consider the influence of the variables of contractual relationship and customer attributes on consumer's consumption transaction.