农村金融企业顾客忠诚度影响因素研究——基于农村消费者的角度

A Study on the Influential Factors of Customer Loyalty in Rural Financial Industry:From Rural Customer's Perspective

随着我国现代化进程的加快,国内外金融资本纷纷涌向农村,培养并保持顾客忠诚成为金融企业在农村市场取得成功的关键。从消费者角度对我国不同地区农村金融机构的顾客进行调查,研究结果表明,农村金融服务质量和顾客满意度直接影响顾客忠诚度;农村金融服务质量的各维度可以通过顾客满意机制正向影响顾客的忠诚度。因此,努力提高农村金融服务质量,提高顾客满意度,是农村金融企业获得可持续发展的有效途径。

As notable progress has been made in the modernization process of China, capital both home and abroad is flowing into rural financial market. With the competition increasing, to develop and maintain customer loyalty is vital to the growth of financial enterprises in rural market. From the perspective of consumer, this paper has conducted a suryey of rural financial consumers in financial industry from different regions of China. The results show that there is significant positive impact of rural financial service quality on customer satisfaction, and the dimensions of rural financial service quality can positively impact customer loyalty through the effect of customer satisfaction. Therefore, taking efforts to improve the quality of rural financial services is fundamental for the sustainable development of rural financial corporations.