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摘要
在国内商业银行理财产品和服务日渐趋同的情况下，商业银行对客户忠诚度
的提升与管理，将直接影响到银行优质客户的数量。一般地，客户往往会选择其
拥有更高忠诚度的银行的相关产品。因此，拥有数量庞大且忠诚度较高的理财客
户群体，可以为商业银行带来持续的市场规模和利润
本文首先以商业银行理财产品客户忠诚度为研究切入点，结合客户满意、关
系信任、转移成本等理论，对BH银行包头分行理财客户的忠诚度相关问题进行具
体分析后发现，当前BH银行包头分行理财产品在市场上具有一定竞争力，部分理
财产品持续受到追捧，主要与BH银行包头分行理财产品收益较高、设立专门岗位
进行客户维护、邀请专业机构进行理财客户经理培训，以及适时为客户提供额外
的礼品等行之有效的客户忠诚度管理措施有直接关系。其次，通过设计相关调查
问卷，并对290份有效问卷结果进行统计分析，发现尽管大部分客户对BH银行包
头分行理财产品种类、服务品质、品牌价值和影响力等方面均较为认可，但是，
总体而言受访客户对BH银行包头分行理财产品的忠诚度较为一般。再次，结合问
卷调查结果进一步分析发现，当前BH银行包头分行理财产品客户忠诚度管理尽管
取得了一定成效，但依然存在以下几个问题，主要表现为：一、理财产品配置结
构有待完善；二、BH银行理财经理与客户的有效沟通不足；三、BH银行理财业务
办理的效率较低，客户往往需要等待较长时间和繁琐的单据填写；四、BH银行包
头分行理财客户的转换成本还比较低
最后，结合有关客户忠诚度管理理论，以及问卷调查分析结果和本人工作经
验，本研究提出以下建议，来提高BH银行包头分行理财客户的忠诚度。具体包括：
一、不断优化BH银行包头分行理财产品结构，以自主型理财产品为核心，打造明
星理财产品；同时，基于客户需求向理财客户推荐代理型理财产品。二、稳步提
高BH银行包头分行理财客户经理的服务水平，持续落实差别化的理财经理管理制
度，并充分利用CRM客户关系管理系统，建立与客户的长期互信关系。三、进一
步提高银行理财业务的办理效率，减少客户在柜台的等待时间，并加大对非柜台
业务办理渠道的宣传和引导。四、提高现有理财客户留存率，并通过交叉营销和
增加理财客户的转移成来本降低理财客户流失率，以及积极运用综合营销策略，
向理财客户推荐BH银行包头分行的相关产品。本文的研究对国内其他同业如何提
高理财产品客户忠诚度有一部分的现实参考价值
关键词：理财产品，客户忠诚度，BH银行
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Abstract
In the case of high homogenization of financial products and services of domestic
commercial banks, the effectiveness of commercial banks' loyalty management will
directly affect the number of high-quality customers of banks. Generally speaking ，
customers tend to choose products of banks which they have higher loyalty. Thus,
owning a large number of financial clients with high loyalty will bring continuous
market size and profit to commercial banks.
This paper starts with the breakthrough point of the customer loyalty of financial
products of commercial banks, meanwhile, it combines customer satisfaction theory、
relationship trust and switching costs ,after the specific study on the financial customer
loyalty of BH Bank BaoTou branch ,we found that the current BH bank’s financial
products have a certain competitiveness on the market, part of the financial products in
the market are demanded continuously, the result is mainly due to higher-yielding bank
financial products, set up exclusive wealth manager to maintain the customer, invite
professional institutions for financial account manager training, and timely to provide
additional gifts. Secondly, by analyzing the 290valid questionnaire, we found that
although most of the customers are more approbated on the financial products, service
quality, brand value and influence of BH bank, however, their loyalty to the products of
BH Bank are still low. Thirdly, after further analysis of the questionnaire，we found that
although the customer loyalty management to BH bank’s financial products has made
certain achievements, some problems still exist, listed as follows: first, the structure of
wealth management products needs to be constantly optimized; the Second, the
effective communication between financial account managers of BH bank and
customers is insufficient; Third, the efficiency of financing business transaction of BH
bank is relatively low, customers at the counter often need to wait for a long time; The
last one is the conversion cost of financing customer of BH bank is low.
Finally, based on the customer loyalty management theory and the questionnaire
analysis results and my work experience, some suggestions are proposed in this paper to
promote the customer loyalty of BH bank BaoTou branch. Specific to include: 1.to
optimize BH bank financial product structure continuously, take the independent
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financial products as the core, to build star wealth management products; At the same
time, to recommend agent type wealth management products based on the customer’s
demand. 2.steadily improve the level service of the financial account manager of BH
bank , continuously implement differentiated financial manager management system,.
fully use the CRM system to establish long-term trust relationship with customers.
3.continue to improve the efficiency of financial services, reduce the waiting time of
customers at the counter, and increase the publicity and guidance of non-counter
business channels. 4.Improve the retention rate of existing customers and reduce the
customer churn rate by cross-marketing and increasing the transfer cost of financial
clients. This paper has practical reference value for improving the customer loyalty of
other commercial Banks in China.
Key words: financial products, customer loyalty, BH bank。