The Research On The Customer Satisfaction In Credit Card

Consuming environment in China now enters the time of"consuming by credit card". In the increasingly and highly competitive credit card market environment, banks credit card customer satisfaction in China is not very high. As research shown, high customer satisfaction brings high revenue for enterprises; customers are the most precious asset of enterprises, customers are the resources of profits in enterprises, keeping solid relationships is one of the strong and powerful advantages for enterprises. When enterprises are struggling for new markets and new customers, they place importance on maintaining previous markets and previous customers as well. However, customer maintaining requires considering customer satisfaction in the long run, the base of surviving and developing in competition is to understand customers behavior and to improve their satisfaction.From the aspect of customer satisfaction, the thesis focuses on the important factors which affect customer satisfaction strongly, measures the affection from multi dimensions, and then makes guidance on the research of bank customer satisfaction in China, when putting the credit card industry as background.By reviewing the files and actual investigation, combining the features of credit card consuming, the thesis designs a set of model which is suitable to credit card customer satisfaction measuring, develops the dimensions aiming at the industry. And by actual research, using factors analyzing, identifies the key driving factors, then argues the relative importance of them by multi linear statistics. And it provides the upgrading strategies and implementation frame in the final part.The thesis mainly includes following five parts:1. The definition and measure model of customer satisfactionPopular marketing scholar, Philip Kotler gave us a definition about customer satisfaction, e.g.,Customer satisfaction is person's feelings of pleasure or disappointment resulting form comparing a product's perceived performance (or outcome) in relation to his or her expectations. This definition tells us customer satisfaction is a function of Perceived Performance and Expectations. As so far, there are many other definitions in marketing filed, but most of them are based on this definition.There are many models to measure customer satisfaction, such as Important and Performance Model, KANO Model, Hierarchy Model and American Customer Satisfaction Model.2. Building Customer Satisfaction index of BankWe built Customer Satisfaction index of Bank follow the overall, importance, diversity,usability and control principle. The indexes are determined and selected by the information from customers. Then it organizes the questionnaire to conduct pre-work, and analyze the data , then finds that nine indexes of manpower service, core service, security, service innovation, charges, information, charging, facilities and networking compose of the system, together with customers loyalty. We can use these indexes to analyze the bank after testing reliability and validity.3. MethodologyThe research measures the customers satisfaction, who use MUDAN & JINSHAN credit card issued by ICBC and ADBC。The objects of the research are the customers who consume by credit card. We use face to face interview to gather data and convenient sampling to collect unit.The measuring scales are from the classic scales using by the experts in this field. The data is analyzed by software SPSS 15.0 to describe the reliability and validity, and research hypothesis are tested.4. Analyzing Customer of SatisfactionThe equation of CS is following Here, CSI is customer satisfaction; CS is item of customer satisfaction; N is number of item5. Suggestions Upon the measuring results of credit card customers satisfaction survey, it needs to improve first what needs to be first, and try to maintain better what needs to be maintained. Besides, banks should ensure the fulfillment of overall customer satisfaction from following aspects. They are: management control, customer relationship management, marketing management, culture building, human resources and technique supporting. Only when they are inter-active each other, and form a whole body with the assistance of relative functional departments, overall customers satisfaction could be ensured.The innovative work of the thesis is shown from three aspects:(1) with the background of credit card industry's great development in China, the research on customer satisfaction to banks credit card is done from the respect of key driving factors on customers satisfaction.(2) In connection with key driving factors, it provides upgrading tragedy for customers satisfaction of credit card, and build a overall customers satisfaction implementation framework, in that enterprises could distribute resources more efficiently, therefore it has guidance effect on and reference meaning to carrying out the business in the bank credit card industry.(3) Upon actual review and research, using factors analyzing, multi linear function and other quantity methods to analyze the key driving factors.