High-end Customers Loyalty among Selected Public and Private Banks in Yantai City, Shandong Province, China: A Service Marketing Guide for Financial Institutions

Abstract

The ultimate goal of studying high-end customer loyalty is to identify their shortcomings in customer maintenance and provide appropriate service marketing guidelines for public and private banks. This study selected the high-end customer groups of Agricultural Bank of China and Hengfeng Bank as specific research objects and collected a total of 380 data for mean, standard deviation, and correlation analysis. Through statistical analysis of data, it was found that high-end customers have varying degrees of perception towards service quality, perceived value, and customer satisfaction. There is a positive correlation between potential factors of customer loyalty and various dimensions to varying degrees. In order to improve the correlation between variables, this study provides relevant suggestions for public and private banks from three aspects: service quality, perceived value, and customer satisfaction, guiding them to maintain and improve the loyalty of high-end customers to financial institutions.