- 學位論文
影響信用卡顧客忠誠度因素之探討
The Impact factors on Credit Card’s Customer Loyalty
摘要
信用卡業務是銀行重要的收入來源之一，國內的信用卡市場競爭相當激烈，而顧客忠誠度是影響銀行信用卡的主要因素之一。因此，本研究探討影響銀行信用卡顧客忠誠度的因素。經收集國內信用卡市場的資料，及相關文獻的探討以品牌權益、知覺價值、轉換成本、顧客滿意度為影響顧客忠誠度之因素，並做為研究的架構。 本研究母體範圍為二十歲以上信用卡持卡人，以問卷方式進行資料蒐集，有效問卷共248份。探討信用卡持卡人對所選擇的銀行在提供信用卡服務過程中，品牌權益、知覺價值、轉換成本、顧客滿意度、顧客忠誠度的關係。經以迴歸分析結果：信用卡持卡人之品牌權益、知覺價值、轉換成本對顧客滿意度有正向影響。品牌權益、轉換成本、顧客滿意對顧客忠誠度亦具有正向影響，惟知覺價值完全透過顧客滿意來影響顧客忠誠，並非直接影響顧客忠誠。 影響信用卡顧客忠誠度的因素依序為顧客滿意，其次為品牌權益，再者是轉換成本，最後為知覺價值。此說明在銀行信用卡管理業務中，若能提昇顧客滿意並塑造差異化形象，則將提高顧客對該發卡銀行的忠誠度，進而有機會拓展銀行其他業務。銀行信用卡之品牌權益是否能將其特色與其優點有效的傳遞予顧客了解，亦是顧客是否能持續與該銀行往來的另一重要因素。透過顧客轉換成本增加，使顧客降低使用其他信用卡之意願，以有效的提昇信用卡持卡人對於往來銀行之顧客忠誠度。
並列摘要
Credit card is the important income for bank affair. The market competition of credit card is quite intense in Taiwan. Therefore, I try to discuss the reason of customer loyalty for the credit card and make a frame for the research after summarizing the market of credit card, and reading the documents about brand equity, perceived value, switching cost, customer satisfaction and customer loyalty. The research population is the owner of the credit card whose age are morn than twenty years old. I use the questionnaire to gather the information and there are 248 questionnaires which are effective. The questionnaire is discuss the relationship in brand equity, perceived value, switching cost, customer satisfaction and customer loyalty, when the bank offer the service for the owner of the credit card. According to the regression analysis, there is the positive effect for the customer satisfaction in brand equity, perceived value, switching cost of the credit card owner. Brand equity, switching cost and customer satisfaction also have positive effect for the customer loyalty, only perceived value is through customer satisfaction to effect the customer loyalty instead of effect the customer loyalty directly. The most reason to affect the customer loyalty is customer satisfaction, the second reason is brand equity, the third reason is switching cost and the last reason is perceived value. Therefore, in bank manage of the credit card, to raise the customer satisfaction and make the unique image can increase the customer loyalty to the bank and has the opportunity to build other affair of the bank. Whether the brand equity of the credit card can show their character and advantage to the customers is another important reason for customer to choose the same bank. Due to the raising switching cost, customers will not use credit card of other bank and there will be a rise in the customer loyalty of the credit card owner for the bank.