Research on relationship between customer satisfaction and customer loyalty in the banking service industry

In this paper canonical correlation analysis method is used to analyze the relationship between customer satisfaction and customer loyalty, for which data is collected from 2717 customers of bank in 13 Jiangsu cities. Highlights of the findings include that customer satisfaction have a positive significant effect on customer loyalty in the banking service industry, especially with the income improving, the relationship between them becomes more and more strong. Finally, suggestions are put forward on how to improve customer satisfaction and increase customer loyalty.