Abstract

With the development of retail business of private banks, the competition among private banks has become increasingly fierce. In order to gain competitive advantage, private banks have launched a fierce competition for customer resources. The development experience of foreign private bank retail business shows that providing more value for retail customers can improve customer loyalty to the bank, and customer loyalty is the key factor for private banks to obtain competitive advantage. Therefore, this paper takes the retail business customers of private banks in the Yangtze River Delta region as the research object, based on the relevant literature at home and abroad, combined with the development status of retail business of private banks and the analysis of the characteristics of retail business, through empirical investigation and analysis, extracts the constituent elements of customer perceived value of retail business of private banks in the Yangtze River Delta region. On this basis, this paper discusses the relationship between customer perceived value and customer loyalty of retail business of private banks in the Yangtze River Delta, and puts forward the research model and hypothesis of the impact of customer perceived value on customer loyalty of retail business of private banks in the Yangtze River Delta. In the research process, this paper discusses the impact of customer perceived value of private banks on customer loyalty through the intermediary variable of relationship quality. The role of relationship quality is mainly studied from customer satisfaction and customer trust. Through data analysis, the following conclusions are drawn: (1) the customer perceived value of retail business of private banks in the Yangtze River Delta region is composed of product value, social value, service value, perceived cost and perceived risk. (2) The customer perceived value of retail business of private banks in the Yangtze River Delta has a significant impact on customer loyalty, and the constituent elements of customer perceived value of retail business of private banks have different effects on attitude loyalty and behavior loyalty. (3) The customer perceived value of retail business of private banks in the Yangtze River Delta has both a direct impact on customer loyalty and an indirect impact on customer loyalty through relationship quality. At the same time, customer satisfaction in relationship quality has a significant impact on customer trust. This study has certain guiding significance for private banks in the Yangtze River Delta region to maintain retail customer loyalty, and can provide more value for private banks in the Yangtze River Delta region from the perspective of customers, so as to attract and retain customers, win customer loyalty, and obtain favorable competitive weapons for private banks in the Yangtze River Delta region to participate in competition.