A Study On The Marketing Strategy Of The Traffic Bank Credit Card In Liuzhou Abstract Region Based On Customer Satisfaction

With the development of increasingly mature credit card business in China, Commercial Banks face the fierce market competition. The competitiveness of the enterprise can determine its place in the cruel market environment. Customer is the most precious resources of enterprise and it is an important source of corporate profits. Credit Cards become a new profit growth point of commercial bank and one of the most profitable business. Commercial Banks also realized that they must take the customer as the center, improving customer satisfaction become the strategic choice of credit card marketing.Pacific credit card center of Bank of communications was established in2004.Bank of communications set up many offices after few years of hard work and has an independent marketing team to develop potential regional markets.But in the process, there are some problems. For example,customer satisfaction is low,marketing model is simple,initiative service consciousness of the staff is not enough,organization structure is unreasonable and so on.According to the marketing an, customer satisfaction theory and the actual work experience,combining the traffic bank credit card marketing present situation and existing problems of liuzhou area, the author has carried on the macroscopic, microscopic and SWOT analysis,The seven main factors that affect customer satisfaction of Traffic bank credit card in liuzhou area will be put forward through customer interviews and preliminary investigation. At the same time, the author questionnaires survey to customer satisfaction in Liuzhou region. In the end, The author tested the credibility of the questionnaire and the maneuverability of the evaluation system by using SPSS software with the validity, reliability, and regression analysis to come to the conclusion. Finally,the study put forward the suggestions though including and summarizing to improve customer satisfaction of marketing strategy of traffic bank credit card in liuzhou area.