信用卡附加利益對經營績效之影響

THE IMPACT OF ADDITIONAL BENEFITS TO CUSTOMERS ON THE PERFORMANCE OF CREDIT CARD BUSINESS

楊勝富(Sheng-Fu Yang)

指導教授 ： 陳志誠

大同大學/經營設計學院/資訊經營學系所/碩士(2012年)

摘要

依金管會資料統計，去年(2011)國人持有的信用卡每人約擁有1.67張卡。為推廣新卡、擴增客源，各家金融業者無不利用各種優惠集點兌換活動或辦卡送贈品等促銷方式來吸引消費者辦卡，以換取因刷卡循環延付所帶來的循環信用利息商機。然而根據金管會2011年統計數據發現，消費者使用循環信用餘額，已經大幅減少，縮減了銀行在信用卡循環利息的收入，顯示信用卡持卡人已不再利用信用卡為「借款工具」，信用卡可回歸正常的「支付工具」角色。我們認為，未來信用卡的發展優勢需著重在卡片的回饋價值上，以吸引消費者使用，提升刷卡簽單率，增加信用卡的經營績效。本研究以問卷調查資料，並利用敘述性統計及SPSS統計軟體來探討消費者重視的附加利益與信用卡核卡及行銷方案的相關性。研究結果運用之實例是檢討2010年到2011年間S銀行信用卡核卡人數增長變化及行銷活動，並對其紅利措施提出改進建議。
研究結果發現：(1)人口統計變項對於附加利益選擇在紅利積點與旅遊保險有顯著影響，加油降價有部分影響，道路救援則無顯著影響；在品牌價值與消費習慣對於經營績效則有部分影響；(2)個案銀行在實行現金回饋行銷後，經營績效有顯著影顯；(3)促銷刷卡加油降價專案吸引消費者相繼辦卡，提升個案銀行發卡數量；(4)持卡人的品牌認知知覺會影響消費回饋的選擇種類，而影響經營績效。最後根據本研究結果，信用卡附加利益越符合消費者所需，對核卡人數及其行銷方式部分顯著影響，研究之成果，可以提供企業管理者決策參考，做為個案銀行未來推展新卡的依據之ㄧ。

關鍵字

行銷 ； 信用卡 ； 紅利贈點 ； 刷卡優惠

並列摘要

According to the statistic of Financial Supervisory Commission, the average number of credit cards held by citizens aged above 14 in Taiwan is about 1.67 in 2011. To promote new cards and to solicit new customers, many financial institutions made use of bonus points, presents, or other incentives to attract customers to apply for new cards or to consume by credit so that the banks are able to profit from the high interest of deferred payment. However, the statistic also reveals that the remaining sum of deferred payment has been declining continuously in recent years, signifying that customers no longer use credit cards as borrowing tools. The card has returned to its normal role of the payment instrument. We believe that credit card business should focus on the feedback value of the cards in order to attract consumers to pay by cards.
In this study, a questionnaire is administered and the data obtained are analyzed to explore the relationships between additional benefits for customers and marketing strategy. The results are used to check the marketing program concerning credit cards of S bank for improvements. We find that travel insurance has significant impact on credit card business, and tank bonus has partial impact on it while panic help on road has none. Brand value and consumption habit have partial impact on the use of credit cards.
The results obtained are used to examine the benefit strategy of S Bank for improvement. As far as the marketing program of S Bank is concerned, there is an obvious improvement on credit card use after the introduction of cash feedback. The number of new cards issued enjoys an evident increase with tank price reduction. Additional benefits are partially related with brand awareness which, in turn, is related to consumption behavior, impacting the business performance. We come to the conclusion that additional benefits that meet the need of the customers have positive impact on the increase of new cardholders and consumption volume. The results are of reference value for decision-makers in promoting payment by credit cards and issuance of new cards.

並列關鍵字

Credit Card ； Bonus points ； Marketing ； Credit card promotion

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