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论文类型：会议论文

发表时间：2015-01-01

收录刊物：CPCI-S

页面范围：341-344

关键字：Assessment indicator; assessment method; commercial bank; customer loyalty; customer loyalty assessment

摘要：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.