基于银企关系的商业银行顾客保留问题研究

Customer Retention Research of Commercial Banks based on Bank-enterprise Relations

银企关系对顾客保留的影响具有多变量驱动、直接和间接作用路径并存的特点;银企关系利益是促使银行企业顾客保留的主要前因驱动变量,其中社会利益对于顾客保留的驱动作用最为明显;银企关系质量是驱动顾客保留的中间变量,对顾客保留均具有正向的驱动作用;转换成本作为驱动顾客保留的另一个中间变量,其对顾客保留的贡献主要在于其对顾客转换行为的限制和约束;相对于专用性投资等经济因素,银行内部文化、价值观、品牌等情感文化因素对顾客承诺的驱动作用更为明显;在企业金融市场上,促使顾客满意的不可忽视的重要因素是客户经理的素质和专业知识。

The impact of bank-enterprise relations upon customers retention has the characteristic of multi-variables-driven,and the coexistence of both direct and indirect paths.The benefits of bank-enterprise relations are the main antecedent variables to urge the customers to be retained,and the most obvious driving role for the customer retention is social benefits.The quality of bank-enterprise relations is the mid-driven variables,and has a positive driving role for customer retention as well.Switching costs,as another mid-driven variable for customer retention,mainly contribute to the limitation and restriction for customers＇ conversion acts.In relation to specific economic factors,the emotional culture factors such as banking internal culture,values,brand exert influences to the customer acceptance more obviously.In the corporate finance market,the significant feature for urging customer satisfaction,which can not be ignored,is the quality and professional know ledge of the customer managers.