Abstract
Customer loyalty assessment is a very important issue of customer loyalty management. Building on typical and excellent literatures of customer loyalty assessment, this paper summarizes and compares the current assessment indicators and methods in commercial bank for the first time. It concludes that customer loyalty assessment model in commercial bank should be built via customer database data and data mining techniques. It also provides several future research references of customer loyalty in commercial bank.
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Acknowledgment
This research is supported by National Sci-tech Support Plan of China (no.:2013BAH01B03) and National Nature Science Foundation of China (no.:71372083, 61300087).
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Yan, Hj., Deng, Gs., Shan, Sm., Liu, Zr., Yu, Q. (2015). The Research on Customer Loyalty Assessment in Commercial Bank. In: Qi, E., Su, Q., Shen, J., Wu, F., Dou, R. (eds) Proceedings of the 5th International Asia Conference on Industrial Engineering and Management Innovation (IEMI2014). Proceedings of the International Asia Conference on Industrial Engineering and Management Innovation, vol 1. Atlantis Press, Paris. https://doi.org/10.2991/978-94-6239-100-0_62
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DOI: https://doi.org/10.2991/978-94-6239-100-0_62
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