顾客忠诚与商业银行价值

Customer Loyalty and the Value of Commercial Bank

顾客忠诚是一种重要的社会资本,它可以从增加银行收入和降低顾客成本两个方面对银行价值创造做出贡献。本文利用中国上市商业银行的数据,通过多元回归分析,实证研究顾客忠诚对商业银行价值的影响。研究结果表明,顾客忠诚对商业银行价值有显著的正向影响,商业银行的忠诚顾客能为其创造更大的价值。基于研究结论,本文建议我国商业银行应树立社会责任理念,完善社会责任信息披露;秉承客户为先的理念,进行有效的客户管理,提高服务水平,降低客户成本;与顾客建立情感枢纽,以提高顾客忠诚。

Customer loyalty is an important social capital. It can contribute to the value creation of bank by increasing bank revenue and reducing customer cost. Based on the data of Chinese listed commercial banks and multiple regression analysis, this paper empirically researches the influence of customer loyalty on the value creation of banks. The results of the paper show that the loyal customer has a significant positive influence on the value of banks, and the customer loyalty can create more value for the banks. On the basis of the above results, the paper suggests the Chinese commercial banks establish the concept of social responsibility, improve the disclosure system of social responsibility information, effectively manage customers, improve service, reduce customer costs, establish emotional relationship with customers so as to improve customer loyalty.