客户是商业银行利润的来源，同客户建立长久稳定的合作关系有利于商业银行获得 广阔的市场份额，因此提升客户忠诚度是商业银行在竞争中脱颖而出的必备举措。随着 关系营销深化发展、服务主导逻辑盛行、科技水平不断更新，客户与商业银行之间关系 日益加强，客户会根据与商业银行互动过程中可能获得的价值而投入相关的认知、情感、 物质，可以为商业银行创造价值，开始成为商业银行发展的共同推动者。在此发展趋势 下，顾客契合这一能够体现企业与客户之间超越交易且附带情感联结的概念也逐渐得到 学者的关注。 本文将从顾客契合视角出发，采用文献研究方法、调查问卷法、实证分析法，深入探 究顾客契合与商业银行客户忠诚度之间的关系。首先，在现有文献的基础上，对顾客契合、 商业银行客户忠诚度的概念进行梳理，明确顾客契合和商业银行客户忠诚度的概念、维度 以及之间关系，为本研究工作奠定理论基础。在此基础上，确立相应的模型概念，提出针 对性的假设，并就假设展开论证。然后，利用问卷调查办法，通过 SPSS 系统对假设进行 分析和验证，揭示顾客契合对商业银行客户忠诚度的影响路径。根据顾客契合与商业银行 客户忠诚度的因果关系，本文最终提出商业银行客户忠诚度提升策略，并以 Y 银行为例， 对其客户忠诚度问题及其提升策略进行分析。基于理论和实证分析，从顾客契合视角，提 出商业银行客户忠诚度提升策略。 通过本文研究发现，顾客契合对商业银行客户忠诚度的提高具有正向作用。本研究丰 富了客户忠诚度理论，为提高商业银行客户忠诚度提供新的研究思路和方法，同时对于增 强金融机构市场竞争力、实现可持续发展具有一定启示意义。 关键词，顾客契合；商业银行；忠诚度；行为；态度浙江理工大学硕士专业学位论文 II Abstract The customer is the source of the profit of the commercial bank, and the long-term and stable cooperative relationship with the customer is beneficial to the commercial bank to obtain the broad market share. Therefore, the promotion of the customer loyalty is the necessary action for the commercial bank to stand out from the competition. With the deepening development of relationship marketing, the dominant logic of service dominance, the continuous improvement of the level of science and technology, the increasing relationship between customers and commercial banks, customers will be based on the interaction with commercial banks may be the value of investment and related cognitive, emotional, substance, Can create value for commercial banks, began to become a common promoter of the development of commercial banks. In this development trend, the customer fit this can reflect the business and customers beyond the transaction and the concept of emotional connection has gradually been the concern of scholars. In this paper, from the perspective of customer fit, the use of literature research methods, survey questionnaire, empirical analysis, in-depth study of customer fit and the relationship between commercial bank customer loyalty. First of all, on the basis of the existing literature, this paper makes a combing of the concept of customer loyalty and customer loyalty of commercial banks, and The concepts, dimensions, and relationships between customer engagement and customer loyalty of commercial banks are clearly defined, and lay the theoretical foundation for this paper. Secondly, on the basis of theoretical research, this paper establishes the concept of the model, puts forward the hypothesis of this paper and carries on the empirical test design. Then, on the basis of questionnaire survey, the hypothesis is analyzed and validated by SPSS system, which reveals the influence path of customer fit on customer loyalty of commercial bank. According to the causal relationship between customer fit and customer loyalty of commercial banks, the paper finally proposes a strategy for enhancing customer loyalty of commercial banks, and takes Y Bank as an example to analyze customer loyalty issues and their promotion strategies. Based on theoretical and empirical analysis, from the perspective of customer engagement, a strategy for enhancing customer loyalty in commercial banks was proposed. Through this study, it is found that the customer fit has positive effect on the improvement of the loyalty of commercial banks. This research enriches the theory of customer loyalty and provides new research ideas and methods for improving the customer loyalty of commercial banks. At the same time, it has implications for enhancing the market competitiveness of financial institutions and achieving sustainable development. Key Words: Customer engagement; Commercial bank; Loyalty; Behavior; Attitude浙江理工大学硕士专业学位论文 III 目 录 摘要...............................................................................................................................................I Abstract .........................................................................................................................................II 目 录............................................................................................................................................III 1 绪 论...........................................................................................................................................1 1.1 研究背景及问题提出...........................................................................................................1 1.2 研究意义...............................................................................................................................2 1.3 研究内容及框架...................................................................................................................2 1.3.1 研究内容 .....................................................................................................................2 1.3.2 本文研究框架 .............................................................................................................3 1.4 研究方法与技术路线...........................................................................................................4 1.4.1 主要研究方法 .............................................................................................................4 1.4.2 技术路线 .....................................................................................................................5 1.5 主要创新点...........................................................................................................................7 2 理论基础与文献综述.................................................................................................................8 2.1 顾客契合...............................................................................................................................8 2.1.1 顾客契合定义 .............................................................................................................8 2.1.2 顾客契合维度 .............................................................................................................9 2.2 商业银行客户忠诚度......................................................................................................... 11 2.2.1 商业银行客户忠诚度定义 ....................................................................................... 11 2.2.2 商业银行客户忠诚度的维度 ...................................................................................12 2.3 顾客契合对商业银行客户忠诚度影响相关研究.............................................................13 2.4 本章小结.............................................................................................................................14 3 顾客契合与商业银行客户忠诚度关系的研究假设与概念模型 ..........................................15 3.1 顾客契合对商业银行客户忠诚度影响的理论预设.........................................................15 3.2 顾客契合对商业银行客户忠诚度影响的研究假设.........................................................16 3.2.1 顾客契合对态度忠诚度的影响 ...............................................................................16 3.2.2 顾客契合对行为忠诚度的影响 ...............................................................................17 3.3 顾客契合对商业银行客户忠诚度影响的概念模型.........................................................17 3