CAJ | 학술논문

通过某商业银行的真实数据库，用Wilcoxon 符号秩检验法发现客户在开通手机银行前后的交易行为和利润贡献有较大的改变。在企业角度的客户价值的理论基础上，根据利润的增加这一现象构建了手机银行的客户当前价值的理论框架。最后利用线性回归模型对该价值的影响因素做了分析，发现年青、男性、有较高的交易频率、开通了多个产品、尤其是理财和基金产品的客户的手机银行当前价值较高。
통과모상업은행적진실수거고，용Wilcoxon 부호질검험법발현객호재개통수궤은행전후적교역행위화리윤공헌유교대적개변。재기업각도적객호개치적이론기출상，근거리윤적증가저일현상구건료수궤은행적객호당전개치적이론광가。최후이용선성회귀모형대해개치적영향인소주료분석，발현년청、남성、유교고적교역빈솔、개통료다개산품、우기시리재화기금산품적객호적수궤은행당전개치교고。
Through the real data of a commercial bank,this paper found that the customer has a great change in the mobile phone banking and trading behavior and profit contribution with the Wilcoxon signed rank test. Theory in the perspective of enterprises customer value, according to the profit increases the established mobile phone bank customer current value theo-ry framework. Impact on the value of the linear regression model to do the analysis, found that young, male, trading fre-quency, high opened multiple products, especially the financial and fund products to customers of mobile phone bank cur-rent value.