在金融创新背景下，个人理财业务已经普及到每一户普通家庭，是银行盈利的重 要组成部分。然而，由于银行业理财产品易于模仿，服务日渐趋同，客户可选择余地 越来越大，客户对于一家银行理财产品的忠诚度有所下降。因此，如何提高个人理财 业务的客户忠诚度是每一个商业银行亟待研究的问题。 本文以ZY银行ZMD分行个人理财业务为研究对象，基于YHR模型和SCSB模 型构建了个人理财业务客户忠诚度评估模型，并对ZY银行ZMD分行个人理财业务 客户忠诚度进行了评估，提出了相应的优化提升策略。 研究发现，ZY银行ZMD分行个人理财业务的客户忠诚度是三级，即一般水平。 具体分析各项指标得分情况发现，存在的问题包括，品牌形象不佳和认同感较低、理 财经理的专业能力一般、理财产品缺乏创新、存在财务风险、银行表现出的承担力和 善意较低以及客户感知到的机会成本较低等问题，对应的原因是，忽视了理财团队的 建设、理财产品的创新不足、理财信息披露机制不完善、忽视了售后服务、不重视客 户关系管理、提高机会成本的措施缺乏妥当。最后，从品牌认知、客户感知价值、客 户感知风险、客户信任、转换成本等方面，对ZY银行ZMD分行个人理财业务客户 忠诚度提出了具体优化策略，包括建立品牌识别系统，注重品牌营销；加强金融产品 的创新和设计，加强理财团队建设；加强理财产品的信息披露程度；重视理财客户的 服务、加强与理财客户沟通；为客户设立多样性的增值服务，增加理财产品的交叉销 售。 本文的研究结论能为ZY银行ZMD分行个人理财业务客户忠诚度的提升提供指 导，同时也可以为其他类似银行和机构在客户忠诚度管理方面提供一定的借鉴意义， 具有重要的现实价值。 关键词：ZY银行ZMD分行，个人理财业务，客户忠诚度，评价，策略 iii Abstract Personal financing business, also known as wealth management business, has been popularized to every household under the background of financial innovation, and has become a profitable component of the bank's core position. However, as the financial products of banks are easy to imitate, services are becoming more and more convergent. Customers have more choices in choosing financial products, and the cost of converting service providers is becoming lower and lower, resulting in a decline in customer loyalty. Therefore, how to improve the customer loyalty of personal financial services is a pressing problem facing every commercial bank. This paper takes ZMD branch of ZY bank as the research object, a customer loyalty evaluation model of personal financial business has been build based on the YHR model and SCSB model and used to evaluates the customer loyalty of personal financial business of ZMD branch of ZY bank. A series of optimization and promotion strategies have put forward in the end. It is found that the customer loyalty of personal financial business of ZMD branch of ZY bank is three levels, that is, the general level. Through the analysis of the scores of different influencing factors in the indicators, it is found that there are still some problems in the customer loyalty of personal financial business of ZMD branch of ZY bank, such as bad brand image and low sense of identity, general professional ability of financial managers, lack of innovation in financial products, financial risks, low commitment and goodwill of banks, and low opportunity cost perceived by customers. The corresponding reasons are that the construction of financial management team is ignored, the innovation of financial products is insufficient, the mechanism of financial information disclosure is not perfect, the after-sales service is ignored, the customer relationship management is not valued, and the measures to increase opportunity cost are not appropriate. Finally, from the aspects of brand recognition, customer perceived value, customer perceived risk, customer trust and conversion cost, this paper puts forward specific optimization strategies for the customer loyalty of personal financial business of ZMD branch of ZY bank, including establishing brand identification iv system, focusing on brand marketing; strengthening the innovation and design of financial products, strengthening the construction of financial management team; strengthening the information disclosure process of financial products; pay attention to the service of financial customers, strengthen the communication with financial customers; set up diversified value-added services for customers, and increase the cross sales of financial products. The conclusion of this paper can provide guidance for the improvement of customer loyalty of personal financial business of ZMD branch of ZY bank, and also provide reference for other similar banks and institutions in customer loyalty management, which has important practical value. Key words：ZMD branch of ZY bank，Personal financing business，Customer loyalty， Evaluation，Strategies v 目 录 第一章 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 ............................................................................................................. 2 1.2 国内外研究现状 .......................................................................................................... 2 1.2.1 国外研究综述 ..................................................................................................... 2 1.2.2 国内研究综述 ..................................................................................................... 3 1.3研究问题提出 ............................................................................................................... 4 1.4 研究思路与方法 .......................................................................................................... 5 1.4.1 研究思路 ............................................................................................................. 5 1.4.2 研究方法 ............................................................................................................. 5 1.5 研究内容和框架 .......................................................................................................... 6 第二章 相关理论概述 .............................................................................................................. 8 2.1 个人理财业务概述 ...................................................................................................... 8 2.1.1 个人理财业务概念 ............................................................................................. 8 2.1.2 个人理财业务特点 ............................................................................................. 8 2.1.3 个人理财业务分类 ............................................................................................. 8 2.2 客户忠诚度概述 .......................................................................................................... 9 2.2.1 客户忠诚度的内涵 ............................................................................................. 9 2.2.2 客户忠诚度的分类 ............................................................................................. 9 2.2.3 客户忠诚度评估 ............................................................................................... 11 2.3 本章小结 .................................................................................................................... 12 第三章 ZY银行ZMD分行个人理财业务客户忠诚度评估指标体系构建 ....................... 13 3.1 ZY银行ZMD分行概述 ............................................................................................ 13 3.2 ZY银行ZMD分行个人理财业务概述 .................................................................... 13 3.3 ZY银行ZMD分行个人理财业务客户忠诚度评价指标体系 ................................ 14 3.3.1 评价指标体系构建思路 ................................................................................... 14 vi 3.3.2 评价指标体系构建及其合理性分析 ............................................................... 17 3.3.3 评价指标权重计算 ....