A Study Of The Influences Of Customers' Loyalty Of Chinese Commercial Banks' Credit Cards

Credit card, as a new type of financial payment, has developed over twenty years in the Chinese market. It is the combination of traditional financial service and modern information technology. Its advancement will be helpful to meet the expanding consumer demand, sustain economic growth and promote the development of business, tourism and e-commerce. After over the past 20 years of exploration and cultivation, Chinese banking card are gradually entering the stage of rapid development. However, due to lacking of market experience and the guide of mature theory, banking card industry is also relatively immature; It also have encountered many difficulties, in particular, the development of credit cards, compared with the whole bank card industry, is still lagging behind, which causes a very serious bottleneck.China is transforming from the "cash payment era" to "VISA era" transformation, the development and of China's credit card market in China has great potential and may appear explosive growth, Along with the booming development of credit card in China, the competition becomes more and more fiercely.Credit card issuers are widely recognized that it is important to maintain customer loyalty for their development and benefit and carrying out relationship marketing and maintaining customer loyalty become an emphasis of marketing strategies.Meanwhile, the marketing academics also gradually come to realize that customer satisfaction can not fully explain the formation of customer loyalty, and there are more complicated factors beyond customer loyalty. So the research on the factors that affect customer loyalty and the mechanism becomes the focus of the marketing academics.The former research shows that service quality, customer satisfaction, relationship trust and switching costs are important influencing factors of customer loyalty, However Presently, there are still a lot of differences about their correlation and mechanism in academics and it is short of comprehensive empirical research on this question. This paper builds a model to analyze the influencing factors and mechanism of customer loyalty of the credit card of Chinese commercial bank in which four important factors:service quality,customer satisfaction relationship trust and switching costs, and make studies on how the factors affect the customer loyalty as well as the interaction between them.In empirical studies, firstly a questionnaire survey is conducted mainly among credit cards users of commercial bank in Chengdu, and then it uses statistical software, such as Statistical Program for Social Sciences to analyze the reliability, validity and verify the model hypothesis. Through literature exploration and empirical studies, eventually, it comes to the following conclusions:the most important factor influencing customer Loyalty is switching cost, followed by service quality,the less is relationship trust, the least is customer satisfaction.Customer satisfaction is influenced by two factors:service quality and switching costs and service quality influence greater.Meanwhile, there are two factors:customer satisfaction and switching costs influencing relationship trust and the latter affect greater.Finally, this paper raises larges of proposals, to improve customer loyalty of credit cards of Chinese commercial banks based on the conclusions of the study, and then sums up some shortcomings and deficiencies of this study and gives some advices of further research.