A Study of User Loyalty in Mobile China Merchant Bank:A Perspective Based on Technology Perception and User Experience

Abstract

Taking China Merchants Bank (CMB) as a case study, this research investigates the impact of digital transformation in retail banking on user loyalty. Integrating customer value theory, privacy calculus theory, and the technology acceptance model, this research construct a theoretical framework of "Technology Application Perception → User Experience → User Loyalty". These findings indicate that commercial banks should continuously optimize the design of technological functionalities with user needs as the core focus. They should prioritize delivering multi-dimensional user value through experience, while simultaneously enhancing the digital adaptability of diverse user segments through tiered management to enable personalized service provision. The empirical results of this study can provide targeted suggestions for determining the future direction of digital transformation in commercial banks' retail business, helping them recognize the importance of user-centeredness. By empirically analyzing the impact of users' perception of digital technology and how to indirectly enhance user loyalty through improving user experience, this paper can assist commercial banks' digital platforms in providing more precise and effective services in the future, thereby increasing user stickiness.