| ABSTRACT | 第4-5页 |
| 摘要 | 第6-17页 |
| 1 INTRODUCTION | 第17-22页 |
| 1.1 Background | 第17-18页 |
| 1.2 Research subject | 第18-19页 |
| 1.3. Significance | 第19页 |
| 1.4. Research method | 第19-21页 |
| 1.4.1 Literature study | 第19-20页 |
| 1.4.2 Case study | 第20页 |
| 1.4.3 Field research | 第20-21页 |
| 1.5. Structure of the thesis | 第21-22页 |
| 2 LITERATURE REVIEW | 第22-27页 |
| 2.1 Literature Review on Customer loyalty | 第22-23页 |
| 2.2 Literature Review on banking customer loyalty | 第23-25页 |
| 2.3 Literature Review on service quality model | 第25页 |
| 2.4. Two-factor Theory | 第25-26页 |
| 2.5. Summary | 第26-27页 |
| 3 CASE DESCRIPTION | 第27-36页 |
| 3.1 Brief introduction on FRCB | 第27-29页 |
| 3.1.1 Basic information | 第27-28页 |
| 3.1.2 Services provided by FRCB | 第28-29页 |
| 3.2 The current problem of the corporate customer relation | 第29-35页 |
| 3.2.1 The centralized structure of corporate customers | 第29-30页 |
| 3.2.2 High customer turnover rate | 第30-31页 |
| 3.2.3 FRCB’s strategy and tactics in solving the problem | 第31-34页 |
| 3.2.4. The poor effect of the program | 第34-35页 |
| 3.3 Summary | 第35-36页 |
| 4 CASE ANALYSIS | 第36-56页 |
| 4.1 The business environment for FRCB | 第36-39页 |
| 4.1.1 Policy environment | 第36-37页 |
| 4.1.2 Economical environment | 第37-38页 |
| 4.1.3 Social environment | 第38-39页 |
| 4.1.4 Technological environment | 第39页 |
| 4.2 Factors of corporate customer loyalty for FRCB | 第39-43页 |
| 4.3 Classification of the factors based on Two-factor theory | 第43-49页 |
| 4.3.1 Bank staff’s classification of the factors | 第43-44页 |
| 4.3.2 Customers’ classification of the factors | 第44-49页 |
| 4.4 Analysis on the existing problems in corporate customer loyalty | 第49-51页 |
| 4.4.1 There is a gap between the bank and the customer’s perception | 第49页 |
| 4.4.2 The lack of key product keeps satisfied customers away from the door | 第49-50页 |
| 4.4.3 The bank had not fulfilled its promise to the customers | 第50页 |
| 4.4.4 The classification of the factors might change as time goes by | 第50-51页 |
| 4.5 Analysis on reasons for the corporate customer loyalty problem | 第51-54页 |
| 4.5.1 The bank ignored the importance of maintaining some of the hygienefactors | 第51-52页 |
| 4.5.2 The bank should have taken good use of positive influence of somemotivators in managing customer loyalty | 第52页 |
| 4.5.3 Insufficient notice on the transferability between hygiene and motivating | 第52-53页 |
| 4.5.4 Lack of key motivators for different kinds of corporate customers | 第53-54页 |
| 4.5.5 The bank develops in a slower speed than the corporate customers | 第54页 |
| 4.6 Summary | 第54-56页 |
| 5 CONCLUTION AND RECOMMENDATION | 第56-63页 |
| 5.1. Conclusion | 第56页 |
| 5.2 Recommendations | 第56-61页 |
| 5.2.1 A system of assessing factors should be developed | 第57页 |
| 5.2.2 Divide the corporate customers into groups of loyal and disloyal | 第57-58页 |
| 5.2.3 Grow and develop with your customers | 第58页 |
| 5.2.4 The bank should develop key business | 第58-59页 |
| 5.2.5 Introduce interactive marketing into customer service | 第59-60页 |
| 5.2.6 Make some adjustment on Commission Charge Reduction program | 第60页 |
| 5.2.7 Develop managerial systems to encourage customer loyalty management | 第60-61页 |
| 5.3 Research Limitation and prospects | 第61-63页 |
| REFERENCE | 第63-64页 |
| APPENDIX | 第64-65页 |
