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Indexed by:会议论文

Date of Publication:2015-01-01

Included Journals:CPCI-S

Page Number:341-344

Key Words:Assessment indicator; assessment method; commercial bank; customer loyalty; customer loyalty assessment

Abstract:Customer loyalty assesment 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.