多维度价值创造视角下社区银行提高获客概率实证研究——基于对兴业银行B社区支行的调查数据

An Empirical Study of Increasing the Probability of Obtaining Customers for Community Banks from the Perspective of Multi-dimensional Value Creation:Based on the Survey Data of Industrial Bank B Community Branch

运用二元logistic回归模型对武汉市兴业银行B社区支行110户社区居民的调研数据进行实证分析。结果表明:居民的年龄、收入对社区银行获客概率显著正相关,而职业稳定性、居民对社区银行硬件设施与银行办事效率的满意程度与获客概率呈负相关,社区银行在居民满意度评价方面还需进一步提升。在社区银行对外宣传产品与活动渠道方面,“银行进社区”活动与“居民主动咨询”方式对社区银行的获客概率起着积极促进作用,而网络与电话邀约方式反而消极影响社区银行的获客概率。基于以上研究结论,从居民自身、社区银行方以及居民对社区银行的评价三个维度对该支行提高获客概率提出政策建议。

This paper uses the binary logistic regression model to empirically analyze the survey data of 110 community residents in B Community Branch of Wuhan Industrial Bank. The results show:residents' age and income are significantly and positively correlated with the probability of obtaining customers,while occupational stability and residents' satisfaction with the efficiency of community banking hardware facilities and bank services are negatively correlated with the probability of obtaining customers,and community banks need to further improve their residents' satisfaction evaluation. In terms of community banks' external promotion of products and activities,the "Bank into the Community" activity and the "Active Consultation" approach have positively promoted the community banks' probability of obtaining customers. However,the network and telephone offer method negatively affect the probability of community banks in acquiring customers. Based on the above research conclusions,from the three dimensions of residents,community banks and public satisfaction of community banks,this paper proposes policy recommendations for the branch bank to increase the probability of obtaining customers.