The influential factors toward customer commiment: A case study on multinational security company in China

Abstract

Today, China's economy has far grown, and the finance industry has revolutionized. Many banks have significantly expanded as well. One of them is Everbright Securities Co., Ltd. (hereinafter referred to as the "Everbright Securities"). Everbright Securities is a securities brokerage by assets in China, controlled by state-owned financial conglomerate, China Everbright Group. It was founded in 1996 by "Fortune 500" China Everbright Group Co., Ltd., and is based in Shanghai. It has established 13 branches in 109 cities, in 30 provincial-level administrative units, with a total of 203. The revenues of Everbright Securities increased a lot in 2019. The main objective of this research is to identify the main factors that affect customer commitment for Everbright Securities Co. Ltd in China. This company finds the need to maintain or increase the customer commitment in order to increase revenue in the midst of the current serious crisis situation. After thorough study, researcher finds out that there are five factors that affect customer commitment. There are five research objectives and problems defined in this study. The independent variables are relationship benefits, brand image, relationship maintenance, trust, and customer satisfaction. The dependent variable is customer commitment.