A Research On Factors Influencing Customer Satisfaction In Credit Card Business In China

With the continuous development of financial markets, the credit card business hasgradually become the new favorite of the development of banking industry, attracted moreand more attention in China. While the customer play a decisive role as first bank assets andprofits in the development of credit card. How to retain customers is the problems that banksare difficult to cope with in the highly competitive banking industry, especially in the productof credit card business which has serious homogeneity. However, customer retention is theresult of long-term accumulation of customer satisfaction. Customer satisfactionimprovements have an irreplaceable role in retaining and attracting customers. At present thetheory for the bank customer satisfaction research mostly concentrates in the overall businessor retail business, the customer satisfaction research of credit card business is still lacking.This paper take the credit card business as the breakthrough point, and make the researchfrom the perspective of service attributes which have the most significant effect on customersatisfaction. The article undertakes a review of the theories of customer satisfaction.According to the characteristics of credit card business, taking the forms that contain relatedmanagement and customer interviews and the design of the questionnaire, the authordistinguish the key factors on the effects of the credit card business customer satisfaction andfocuses on researching and designing measurement dimension and scale system of credit cardcustomer satisfaction. The dimension and scale system are tested through empirical research,with taking Agricultural Bank of China Ltd. Chongqing Branch’s credit card business surveydata as sample. Finally, identify critical influence factors. But the purpose of this paper is notonly to find the key factors of importance, more important is to provide improved decisionscheme for banks and find out the key in the job. Therefore, after the reliability, validity andfactor analysis of the data, paper eliminate the non key factors. The author found a total of sixfactors that has a crucial impact on the credit card customer satisfaction. They are the servicebrand image, service quality, price level, product innovation capacity, convenience andefficiency, safety in order. The author sorts the key influencing factors of importance throughmultiple linear regression tests. It finds out that the most influential factors for credit cardcustomer satisfaction is the service brand and figure. And for the second are service peoplequality and product innovation capabilities. In the aspect of service brand and figure, considerthe reputation of figure and service figure. In the aspect of performance in service, consider the service attitude, business skills and knowledge, waiting time of business processing. In theaspect of product innovation capabilities, consider product function diversification, newbusiness to meet market demand, the card theme, features and style.Finally, this article found that Agricultural Bank of China Ltd. Chongqing Branch shouldconcentrate priority resources on improving the custom satisfaction of credit card thought theimportance and satisfaction gap map. Then this paper provides some constructive opinionswhich would upgrade the customer satisfaction on the bank credit card business. All of thiswould have certain significance reference for other band credit card business.