管理评论

›› 2012, Vol. 24 ›› Issue (3): 84-90.

• 市场营销 • 上一篇    下一篇

国有商业银行与股份制商业银行顾客忠诚意向驱动因素比较研究

张 莎12 赵 红1   

  1. （1．中国科学院研究生院管理学，北京 100190；2．荷兰格罗宁根大学经济与管理学院，格罗宁根 9700 AV）
  • 收稿日期:2012-09-26 修回日期:2012-09-26 出版日期:2012-03-25 发布日期:2012-09-27

A Comparative Study on the Drivers of Customer Loyalty Intentions between State-owned Commercial Banks and Joint-stock Commercial Banks

Zhang Sha1,2 and Zhao Hong1   

  1. (1.School of Management, Chinese Academy of Sciences, Beijing 100089; 2.Marketing Department, Faculty of Economics and Business, University of Groningen, Groningen, the Netherlands, 9700 AV)
  • Received:2012-09-26 Revised:2012-09-26 Online:2012-03-25 Published:2012-09-27

摘要： 为对国有商业银行和股份制商业顾客忠诚意向驱动因素进行对比研究，本文将银行类型作为调节变量引入模型。Logit Moderated回归模型结果显示，国有商业银行和股份制商业银行顾客忠诚意向的差异，主要来源于顾客对两者价值资产和关系资产的感知显著不同，而顾客感知两者品牌资产的差异在统计上不显著。在其它变量水平相同的情况下，国有商业银行比股份制商业银行为顾客提供的价值高，但股份制商业银行比国有商业银行与顾客的关系更紧密。该结论从统计上论证了国有商业银行和股份制商业银行各自维持顾客忠诚的特点，同时也为银行未来优化营销经费配置提供了理论依据。

关键词: 顾客忠诚意向, 国有商业银行, 股份制商业银行, 价值资产, 品牌资产, 关系资产

Abstract: In order to compare the loyalty intention drivers between state-owned commercial banks and joint-stock commercial banks, this paper includes the bank type as a moderating variable in the model. The Logit moderated regression results show that customer loyalty intentions vary between state-owned commercial banks and joint-stock commercial banks as customers perceive that the two banks provide with different value equity and different relationship equity. Brand equity, however, is not statistically significant. When all other variables are controlled, state-owned commercial banks have higher perceived value equity than joint-stock commercial banks, but joint-stock commercial banks have a better customer relationship than state-owned commercial banks. The results empirically prove that state-owned commercial banks and joint-stock commercial banks display different customer retention styles. Moreover, the paper also serves as a theoretical support for banks to optimize their marketing investment in future.

Key words: customer loyalty intentions, state-owned commercial banks, joint-stock commercial banks, value equity, brand equity, relationship equity