Exploring of the Correlation between Satisfaction of Service Quality, Customer Loyalty and Marketing Strategy on Market Share

Chang-Hsien Hsu ； Chia-Chi Lin ； Fu-Min Chang

《The 1st CHINA-ASEAN International Conference 2019: Insight to Chinese and ASEAN’s Experience and Adaptation》 2019 (2019/04) Pp. 46-57

https://doi.org/10.6947/caicictbs.201904.0006

摘要

Diversified consumption habits, credit cards have become the most common payment tools for consumers. This paper attempts to explore whether customers are satisfied with the quality of card-issuing services, customer loyalty and marketing strategies, and whether it affects the ratio of card-issuing banks in the credit card market. This study mainly takes Likert scale and literature theory as the basis of questionnaire structure,and uses the chi-square test to verify the correlation between the various facets. The empirical results show that if the issuing bank can provide good professional services, service attitude and timely provide services that meet customer needs, Will increase the customer's loyalty to the issuing bank, and thus increase the market share of the issuing bank; if the issuing bank can increase the credit card equity or consumer feedback incentives, it will help to improve customer loyalty and service quality satisfaction and encourage customers to spontaneously Sexually recommend others to use, continue to use or refer to other commodity services of the issuing bank, thus increasing the market share of the issuing bank, and researching and inferring that when the customer is satisfied with the various services of the credit card, the discussion hypothesis that the market share of the issuing bank is raised is established.

關鍵字

Market share ； Customer loyalty ； Service quality ； Market share