CAJ | 학술논문

随着各商业银行规模的扩大以及外资商业银行的冲击，国内商业银行面临着巨大的挑战，如何维护顾客忠诚成为商业银行的一大难题。文章以关系营销为背景，分析了目前商业银行在维护顾客忠诚所面临的挑战及其影响因素，并从提高消费者的意识、获得消费者信任、建立银行与消费者的联系、提升顾客满意、鼓励顾客分享和巩固顾客忠诚等角度进行了探讨。不但丰富了商业银行维护顾客忠诚策略的理论研究，而且给商业银行维护顾客忠诚提供了具体的可操作性建议，具有一定的现实意义。
수착각상업은행규모적확대이급외자상업은행적충격，국내상업은행면림착거대적도전，여하유호고객충성성위상업은행적일대난제。문장이관계영소위배경，분석료목전상업은행재유호고객충성소면림적도전급기영향인소，병종제고소비자적의식、획득소비자신임、건립은행여소비자적련계、제승고객만의、고려고객분향화공고고객충성등각도진행료탐토。불단봉부료상업은행유호고객충성책략적이론연구，이차급상업은행유호고객충성제공료구체적가조작성건의，구유일정적현실의의。
With the expansion of the commercial banks and the impact of foreign commercial banks,domestic commercial banks are facing enormous challenges,how to maintain customer loyalty has become a major problem. At the background of relationship marketing,this paper discusses the current challenges and other factors in maintai-ning customer loyalty,and gives suggestions from increasing consumer’s awareness,gaining their trust,establishing links between banks and consumers,improve customer satisfaction,promoting customer sharing and consolidating customer loyalty. It not only enrich the strategy theory of commercial banks to maintain customer loyalty,but also provide specific operational suggestions,so it has certain practical significance.