Analysis of Psbc’s Customer Loss in Dachong and its Countermeasures
|School||University of Electronic Science and Technology|
|Keywords||CRM Customer Loss Customer Retention SEM|
The customer relationship management is one of the most important subjects ofmodern postal service management. Customers are the important resources in themarket competition and also the basic resources of the enterprise survival anddevelopment for the customer loss often brings immeasurable loss to the enterprise.With the help of software analysis, this thesis, based on Dachong’s actual situation,conducts a study of the customer retention against the customer loss.This thesis first introduces the research background, significance, feasibility, maincontents and innovative points. Secondly, it summarizes the related theories andDachong’s business environment and customer management status. Thirdly, it outlinesthe major cause of the customer loss, and models for the empirical analysis. Fourthly, itadapts the corresponding customer retention strategies toward the customer loss. Finally,the thesis presents a summary and gives the prospects for further work.This thesis uses a questionnaire to survey such reasons of customer loss as PSBC’scustomers, the customers themselves, their saving capability and the competition withPSBC’s counterparts. It verifies the reliability and validity of the various scales and thefactor structure of the self-made scale of the reasons of customer loss by use of thestatistical analysis software and structural equation model. It also realizes the structureand present situation of PSBC’s customer loss in Dachong, the customers themselves,their saving capability and the competition with PSBC’s counterparts, explores theeffect of demographic variables on PSBC’s customer loss in Dachong, the customersthemselves, their saving capability and the competition with PSBC’s counterparts andanalyzes the link between the customers themselves, their saving capability, thecompetition with PSBC’s counterparts and PSBC’s customer loss. The followingconclusions are made according to the research results:1) PSBC’s customer loss inDachong is rather serious, which is made up of such three factors as the customersthemselves, their saving capability, the competition with PSBC’s counterparts.2) Thereis a great difference in the different aspects of customer demographic variables.3) Thereis significant positive correlation of PSBC’s customer loss in Dachong and thecustomers themselves, their saving capability, the competition with PSBC’s counterparts.The thesis, based on the research results and Dachong’s situation, develops a strategy of customer retention to meet customer needs, increase customer viscosity, improvecustomer assets and achieve the purpose of reducing or slowing down the customer loss,which will be vitally significant for the second-class postal savings banks in the PearlRiver Delta.