近年來金融產業競爭日趨激烈,對大多數新銀行來說信用卡業務在消費金融中佔有很重要的地位,而各銀行所發行的信用卡是否具備有效性亦會直接影響其獲利。因此如何對黃金客戶做好顧客關係管理已成為銀行業必須面對的首要課題。業者應以提高顧客刷卡金額為目標,進而提高銀行的獲利率。資料包絡分析法(Data Envelopment Analysis,DEA)是一種利用每個決策單位元(Decision Making Unit,DMU)的投入(Input)與產出(Output)來評估績效並產生一組對自己最有利權重的技術,而獨立成份分析法(Independent Components Analysis,ICA),篩選具代表性的成份作為新指標變數,使DEA分析的投入變數更具實質意義。 本研究針對信用卡已核卡通過的持卡人的信用卡使用行為,首先利用DEA評估客戶的等級,再經由ICA的方法分析DEA權重的成份特性,並且評估DEA權重影響績效排名之特性。本研究最後也利用分析結果找出信用卡持卡人的偏好因素,並作為銀行調整持卡人信用額度增減、循環利率或是手續費用的依據。
The competition of .finance industry is more and more vigorous. For most of the banking organizations, credit card business is considered highly important among their consumers businesses. The effectiveness of the credit cards issued directly impact the profits of the banks. Therefore, it becomes one of the most important topics to operate a customer relationship management to consolidate those valuable customers. Industry should be to improve purchasing amount of each customer as the goal and raise interest rates of the Bank. This study will estimate the label of customers from the credit card behavior of usage by using DEA. Then we analyze the weights of DEA by using ICA. It interprets the characteristic of each DMU. Moreover we can use the results to adjust credit lines revolving expenses and .procedures expenses.