近年來因金融國際化環境的改變,加上消費者的意識抬頭且因金融大環境競爭激烈,尤其是信用卡已是成熟型產品,各發卡銀行如何保持競爭優勢與提升整體獲利,服務品質將是發卡銀行最重要的課題。信用卡屬於附加價值的行銷,因此信用卡的附加價值的內容與服務是最重要的關鍵因素,信用卡的權益與服務品質對消費者更是決定是否繼續持有與推薦的考慮因素。 本研究以持有A銀行信用卡顧客為發放問卷對象,發放300份問卷,回收258份有效問卷,利用管制界限之績效評估矩陣,從14個題項中探討信用卡持卡人對於目前信用卡的服務品質的認知重要度與實際表現度之差異,找出需要改善的題項。並針對這8個需改善題項建議擬定改善方案,可提供發卡銀行的經營者在未來的顧客服務品質與發卡策略參考依據。
Because the change of the financial internationalization environment, Customer’s self-awareness rising and steep competition of the environment of finance, especially the credit card market had already been a maturely product in recent years, the service quality will be the most important exercise for each bank learn how to keep superiority of competition and how to promote overall benefit. Credit card is part of value added of selling. That is the most important key aspect of credit card’s additional value. Therefore, interests and service quality would be the consider factor of the customer’s decision whether or not to be continue possessing or recommend. This study uses customers who own A bank’s credit card for questionnaire target. We had provided 300 survey forms and recouped 258 effective forms. Follow 14 items and using control limit of Performance Evaluation Matrix to probe into the different of card holder’s cognition of credit card’s service quality and express in reality, then finding out which items need to be improved presently. To be aim at these 8 items which need to be improved framing out modify program and supply the manager of card issuing bank reference resource basis of customers service quality and card issuing device in the future.