A银行信用卡业务客户忠诚度的影响因素研究

发布时间：2018-08-04 10:18

【摘要】：2006年11月11日我国颁布并正式实施了《外资银行管理条例》,这标志着我国银行业正式进入了全面开放的发展时代。外资银行不断瓜分中国市场使国内银行感受到了前所未有的压迫感,所以国内银行开始调整发展战略,将跨区域经营提升到了战略的高度,我国银行市场竞争格局将面临洗牌。新形势下,传统银行业以产品为核心的管理体系已经不再适用,在竞争日益激烈的市场环境之下,把握住用户才有可持续的竞争优势。信用卡作为银行零售业务的代表,一直以来都有广泛的客户基础。而且由于信用卡具有快速积累财富的特点,广受银行业内推崇,被认为是未来颇具发展前景的一项零售业务。为了迎合市场的发展变化,各大银行纷纷建立起客户管理机制,希望能够通过客户关系维系与客户建立起长期稳定的合作关系,并以此带动信用卡业务的长远发展。尽管国内各大银行已经开始着手建立客户关系,但是根据对客户调查统计的结果显示,我国公民对国内银行提供的产品和服务满意度并不高,在所有的用户中只有三成用户有希望发展成为忠诚客户,可见我国银行在客户关系建设方面与国际水平相差十分悬殊,可见我国银行在客户维护和客户忠诚度建设方面还有很长的路要走。对于那些正在发展跨区域业务的银行来说,信用卡业务强大与否某种程度上也是衡量一个银行竞争力的表现。我国各商业银行的信用卡业务经历了近九年的高速发展历程,始终标榜规模化的发展路线,以至于只看中规模而忽视了产品本身,于是各个银行之间的信用卡业务就出现了严重的同质化问题。过度的同质化令广大顾客对信用卡产品产生了麻木的情绪,很难对个别的银行的信用卡业务产生偏好或是依赖,这就是为什么国内有大量的信用卡持卡用户,但是各个银行的信用卡用户忠诚度都不是特别高。把握不到忠诚顾客就说明还没有完全的把握住信用卡市场,而且本文的研究对象A银行2007年才开始涉足信用卡业务,起步较晚缺少市场营销经验。在运作初期过度注重发展信用卡业务本身,忽视了营销战略的建设,也没有及时的为产品制定增值服务,最终导致A银行的信用卡客户基础薄弱且粘度不高,而且时常出现客户流失的现象。为了支撑A银行信用卡业务的两性发展,防止客户流失情况恶化,本文希望通过分析和研究找到A银行信用卡用户忠诚度不高的原因以及影响客户忠诚度的因素。本文共分为五章,第一章介绍了国内银行信用卡业务发展的背景和现状,从客户忠诚度的角度提出了本文要研究的问题。第二章介绍客户忠诚度的相关理论,然后分别总结了国内外该课题的研究现状,并对研究现状进行了评述。第三章根据第二章的理论构建了客户忠诚度的评价模型,选取了评价的指标以及评价的方法。第四章是在第三章构建的客户忠诚度评价模型的基础之上,利用调查问卷获取数据,通过因子分析在众多指标中筛选出影响客户忠诚度的主要因素。第五章综合了第四章筛选出的影响客户忠诚度的因素以及A银行信用卡业务运营中存在的问题,提出了提高A银行信用卡客户忠诚度的对策,希望能够帮助A银行提高信用卡用户的数量、质量和粘度,进而提高信用卡业务的综合价值。
[Abstract]:In November 11, 2006, China promulgated and formally implemented the regulations of management of foreign banks, which marks the formal entry of China's banking industry to a full and open development era. Foreign banks constantly divide the Chinese market to make domestic banks feel an unprecedented sense of oppression. Therefore, domestic banks have begun to adjust the development strategy and enhance the cross regional operation. At the height of the strategy, the competition pattern of China's bank market will face the shuffle. Under the new situation, the traditional banking management system with product as the core is no longer applicable. Under the increasingly competitive market environment, the users have a sustainable competitive advantage. The credit card has always been the representative of the bank retail business. As the credit card has the characteristics of rapid accumulation of wealth, the credit card is widely admired by the banking industry and is considered to be a promising retail business in the future. In order to cater for the development and change of the market, the major banks have set up a customer management mechanism, hoping to build up a customer relationship with their customers. The long-term development of the credit card business is driven by a stable partnership. Although major banks in the country have begun to establish customer relations, according to the results of customer survey statistics, our citizens are not satisfied with the products and services provided by domestic banks, and only 30% of all users are hopeful. It can be seen that there is a great gap between China's Bank and the international level in the construction of customer relations. It can be seen that the bank has a long way to go in the aspects of customer maintenance and customer loyalty construction. For those banks that are developing cross regional business, the credit card business is in a certain degree. The credit card business of every commercial bank in China has gone through the high speed development course of nearly nine years, and has always marked the scale of the development route so that the credit card business between the banks has become a serious homogeneity problem. It is difficult to produce a preference or dependence on the credit card business of other banks, which is why there are a large number of credit card holders at home, but the loyalty of each bank is not particularly high. Holding the credit card market, and the research object of this article, A bank began to go into the credit card business in 2007. It started late in lack of marketing experience. In the early stage of operation, the credit card business itself was overemphasized, the construction of marketing strategy was ignored, and the value-added service was not made in time. Finally, the credit card customer of A bank was led. In order to support the gender development of A bank credit card business and prevent the deterioration of customer loss, this paper hopes to find out the reasons for the low loyalty of A bank credit card users and the factors affecting customer loyalty through analysis and research. This paper is divided into five chapters. Chapter one introduces the background and present situation of the development of credit card business in domestic banks. The second chapter introduces the related theories of customer loyalty, and then summarizes the status of the research at home and abroad, and reviews the status of the research. The third chapter is based on the theoretical structure of the second chapter. The evaluation model of customer loyalty is built, and the index of evaluation and the method of evaluation is selected. The fourth chapter is based on the customer loyalty evaluation model constructed in the third chapter, uses the questionnaire to obtain the data, and through the factor analysis, the main factors that affect the customer loyalty are screened out by the factor analysis. The fifth chapter combines the fourth chapters. The factors that affect customer loyalty and the problems existing in the operation of A bank credit card business are screened out, and the countermeasures to improve the loyalty of A bank credit card customers are put forward, hoping to help A bank improve the quantity, quality and viscosity of credit card users, and then improve the comprehensive value of credit card business.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

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