互联网金融的快速发展分流了传统商业银行的大量客户资源，对客户忠诚 度产生了较大冲击。作为地方农村城市商业银行，如何在竞争中脱颖而出，关 键在于争取更多优质和稳定的客户资源，破解基层农村商业银行的客户忠诚度 密码，成为提升基层农村商业银行竞争实力的重要内容。 本文以探索九江农村商业银行的客户忠诚度规律为研究目标，研究方法采 用问卷调查法对九江农村商业银行客户忠诚度的各个影响因素进行指标测量， 收集了 286 份问卷，并对所提出的九江农商银行客户忠诚度模型进行了回归分 析验证。在具体的研究过程中，本文首先对客户忠诚度相关理论知识进行了阐 述，对客户忠诚度的含义、客户忠诚度的分类、价值及影响因素进行了分析。 然后，基于九江农商银行的经营状况分析了当前互联网金融对九江农商银行的 一些新的重要影响因素，分别从产品、服务、环境、形象四个方面构建客户忠 诚度评价指标体系。其次，根据客户忠诚度评价指标体系设计了九江农商银行 客户忠诚度调查问卷，分析了调查问卷的信度与效度，分析了各项子项目指标 体系中的影响因素，结合多元回归法提炼出了适合九江农商银行的客户忠诚度 模型。最后，在上述基础上确定了九江农商银行客户忠诚度存在的主要问题。 研究发现，影响九江农商银行客户忠诚度的重要因素是当前九江农商银行 为客户所提供的产品价值感知，同时银行的服务质量和品牌形象都对客户忠诚 度具有正向的显著影响。另外，客户对九江农商银行的关系信任与选择其他机 构的转换成本在九江农商银行为客户所提供的整体品牌价值与客户忠诚度之间 起到了显著的中介效应。结合当前九江农商银行的经营现实，目前最大的客户 忠诚度问题在于其科技金融产品的价值感知较低，客户服务质量有待进一步提 升，品牌形象需要进一步重新定位和强化，同时要注重与客户建立更深层次的 信任关系和提高客户选择其他银行的转换成本。如此，本研究有助于九江农商 银行在以后的经营改革中明确改革思路和方向，为其经营策略提供现实的指 导。同时，在理论层面，本文所建构的客户忠诚度模型丰富和拓展了当前忠诚 度研究的范围，深化了忠诚度理论的可解释性和指导性。 关键词：客户忠诚度，农村商业银行，互联网金融II Abstract The rapid development of Internet finance has shunted a large number of customer resources of traditional commercial banks, which has had a major impact on customer loyalty. As a local rural urban commercial bank, how to stand out from the competition is to strive for more high-quality and stable customer resources, crack the customer loyalty password of the rural commercial bank, and become an important content to enhance the competitiveness of the rural commercial bank. This article aims to explore the rules of customer loyalty of Jiujiang Rural Commercial Bank. The research method uses questionnaire survey to measure the factors that affect the customer loyalty of Jiujiang Rural Commercial Bank, collects 286 questionnaires, and analyzes the proposed Jiujiang The RBC customer loyalty model was verified by regression analysis. In the specific research process, this article first expounds the theoretical knowledge about customer loyalty, and analyzes the meaning of customer loyalty, the classification of customer loyalty, value and influencing factors. Then, based on the operating conditions of Jiujiang Rural Commercial Bank, it analyzes some of the new important influencing factors of current Internet finance on Jiujiang Rural Commercial Bank, and builds a customer loyalty evaluation index system from four aspects: product, service, environment, and image. Secondly, based on the customer loyalty evaluation index system, a customer loyalty questionnaire for Jiujiang Rural Commercial Bank was designed, the reliability and validity of the questionnaire were analyzed, and the influencing factors in the index system of various sub-projects were analyzed. A customer loyalty model suitable for Jiujiang Rural Commercial Bank was developed. Finally, based on the above, the main problems of customer loyalty of Jiujiang Rural Commercial Bank were identified. The study found that the important factor affecting the customer loyalty of Jiujiang Rural Commercial Bank is the current product value perception provided by Jiujiang Rural Commercial Bank to customers, and the bank's service quality and brand image have a significant positive impact on customer loyalty. In addition, the customer's trust in the relationship between Jiujiang Rural Commercial Bank and the switching cost of choosing other institutions played a significant mediating effect between the overall brand value provided by Jiujiang Rural Commercial Bank toIII customers and customer loyalty. Combining the current operating realities of Jiujiang Rural Commercial Bank, the biggest customer loyalty problem at present is the low value perception of its technology and financial products, the quality of customer service needs to be further improved, the brand image needs to be repositioned and strengthened, and it is necessary to focus on establishing with customers Deeper trust relationships and increased conversion costs for customers choosing other banks. In this way, this research will help Jiujiang Rural Commercial Bank to clarify reform ideas and directions in future business reforms, and provide realistic guidance for its business strategy. At the same time, at the theoretical level, the customer loyalty model constructed in this paper enriches and expands the scope of current loyalty research, and deepens the interpretability and guidance of the loyalty theory. Keyword：Customer Loyalty, Rural Commercial Bank, Internet FinanceIV 目 录 摘要 .......................................................... I Abstract ......................................................... II 目 录 ......................................................... IV 1 绪 论 ........................................................ 1 1.1 研究背景及意义 .............................................. 1 1.1.1 研究背景 .............................................. 1 1.1.2 研究意义 .............................................. 1 1.2 研究内容与方法 .............................................. 2 1.2.1 研究内容 .............................................. 2 1.2.2 研究方法 .............................................. 2 1.3 技术路线图 .................................................. 3 1.4 研究创新点 .................................................. 4 2 理论基础与研究综述 .............................................. 5 2.1 理论基础 .................................................... 5 2.1.1 互联网金融内涵........................................ 5 2.1.2 客户忠诚度概念........................................ 5 2.2 文献综述 .................................................... 6 2.2.1 国外研究综述 .......................................... 6 2.2.2 国内研究综述 .......................................... 7 3 九江农商银行发展环境及客户忠诚度影响因素分析.................... 10 3.1 九江农商银行的发展概况 ..................................... 10 3.2 互联网背景下九江农商银行的发展环境 ......................... 11 3.2.1 宏观环境分析 ......................................... 11 3.2.2 行业竞争环境分析 ..................................... 13 3.2.3 银行内部环境分析 ..................................... 14 3.3 九江农商银行客户忠诚度影响因素分析 ......................... 16 3.3.1 互联网金融的影响 ..................................... 16 3.3.2 产品感知价值的影响 ................................... 17 3.3.3 客户服务质量的影响 ................................... 18 3.3.4 客户转换成本的影响 ................................... 18 4 互联网背景下九江农商银行客户忠诚度调查 ......................... 19 4.1 研究假设与模型构建 ......................................... 19 4.1.1 研究假设 ............................................. 19 4.1.2 模型构建 ............................................. 21 4.2 数据来源与信度、效度分析 ................................... 22 4.2.1 数据来源与收集 ....................................... 22 4.2.2 信度分析 ............................................. 22 4.2.3 效度分析 ............................................. 23 4.3 描述性统计分析 ............................................. 25V 4.3.1 产品感知价值描述性分析 ............................... 25 4.3.2 服务质量描述性分析 ................................... 26 4.3.3 品牌形象描述性分析 ............