本文在总结关于客户忠诚度研究的相关文献的基础上，介绍了 A 银行个人理财
业务 VIP 客户的基本情况，并从 VIP 客户的收入、收入来源、资产分布和主要职业
的构成等方面进行了详细的分析。接着根据相关理论，在结合 A 银行实践的基础上，
构建了 VIP 客户忠诚度评价指标体系，认为影响客户忠诚度的影响因素主要有服务品
质、品牌权益、感知价值、关系品质、感知风险。并设计问卷，对 A 银行个人理财
业务 VIP 客户的忠诚度影响因素进行调查。通过对回收的问卷，进行因子分析，得出
对客户忠诚度影响较大的因素为服务品质、品牌权益、感知价值和关系品质。最后在
实证结论的基础上，提出了改进服务品质、加强品牌影响、重视客户服务和投诉处理、
不断改进产品设计、建立与个人客户之间相互信赖的诚信机制的相关建议和策略
关键词：VIP 客户 忠诚度 因子分析 评价
作 者：朱亚娟
指导教师：蒋珠燕II
Research On A Bank&39;s VIP Customer loyalty of Personal
Finance Business
Abstract
In recent years, with the rapid increase in the level of national income, personal
wealth management business has become an important business of major commercial
banks. But the bank&39;s personal wealth management business is the face of diverse needs of
individual customers, customers become a scarce resource. Owners with wealth have the
greatest contribution to bank profits, but also the financial institutions spare no effort to
compete for the focus. So to improve their customer loyalty, to maintain a stable customer
resources, and by existing customers to attract more potential customers is to keep the core
competitiveness of banks need to solve the problem.
On the basis of summarizing the relevant literatures on customer loyalty research, this
paper introduces the basic situation of VIP clients of A Bank&39;s personal finance business,
and elaborates from the aspects of VIP customers&39; income, income source, asset
distribution and the composition of main occupations. Analysis. Then, according to the
relevant theory, based on the practice of A bank, the VIP customer loyalty evaluation index
system is constructed, and the influencing factors of customer loyalty are mainly service
quality, brand equity, perceived value, relationship quality and perceived risk. And
designed the questionnaire, A bank personal financial business VIP customer loyalty
factors to investigate the factors. Through the analysis of the questionnaires, the factors
that influence the customer loyalty are the quality of service, the brand efficiency，
perceived value and the quality of the relationship. Finally, on the basis of the empirical
conclusion, the paper puts forward some suggestions and strategies to improve the service
quality, strengthen the brand influence, pay attention to customer service and complaint
handling, and constantly improve the product design and establish the trust mechanism of
mutual trust with individual customers.
Key words: VIP customer loyalty factor analysis evaluation
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Supervised by Jiang Zhuyan目 录
第 1 章 绪 论 .......1
1.1 研究背景 .........1
1.2 研究意义和目的 .........2
1.2.1 研究意义...2
1.2.2 研究目的...2
1.3 文献综述 .........3
1.3.1 国外研究综述.......3
1.3.2 国内研究综述........8
1.4 研究内容与方法 ....... 11
1.4.1 研究内容. 11
1.4.2 研究方法. 11
1.5 创新点 ...........12
第 2 章 商业银行个人理财业务客户忠诚度相关理论.13
2.1 商业银行个人理财业务概述 ...........13
2.1.1 个人理财业务的的定义.13
2.1.2 个人理财业务的分类.....13
2.2 客户忠诚度理论概述 ...........14
2.2.1 VIP 客户忠诚度的内涵 ..14
2.2.2 VIP 客户忠诚度的分类 ..14
2.2.3 客户忠诚度的衡量方法.16
第 3 章 A 银行个人理财业务 VIP 客户基本情况 ........18
3.1 A 银行个人理财业务介绍.....18
3.1.1 A 银行苏州分行简介......18
3.1.2 个人理财业务种类.........18
3.2 苏州分行个人理财业务 VIP 客户基本情况 ...........19
3.2.1 现有 VIP 客户分析 ........19
3.2.2 VIP 客户流失率分析 ......21
第 4 章 A 银行个人理财业务 VIP 客户忠诚度影响因素分析22
4.1 VIP 客户忠诚度评价指标体系构建.22
4.1.1 评价体系建立的原则.....22
4.1.2 评价指标的构建.23
4.2 问卷调查方案 ...........24
4.2.1 问卷设计.24
4.2.2 因子分析.26
4.3 VIP 客户忠诚度各因素权重分析.....32
4.4 实证结论 .......
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