Study Of Influencing Factors On Credit Card Share Of Wallet And Improving Strategies Research

At present, with the rapid development of market economy, high degree of homogeneity and serious oversupply of products and services bring more fierce competition for the enterprises. Market share began to expose own defects, and already cannot satisfy the demand of the market, and the battle for market share between the enterprises makes the enterprise profit decline. These issues attracted the attention of theoretical and practical profession, the market share of the marketing model taken into question, and put forward the costomer equity theory, in which costomer is the center. However, share of wallet can be used for measuring the costomer equity. Share of wallet means that the percentage of a customer’s total expenses for a product or a service that offered by a company; or that the share of a customer’s expenses on likewise products that a product or service provided by a company occupied.These issues are more obvious in the banking credit card field. Firstly, because of more credit cards issued, each customer owned2to3cards, and degree of homogeneity of credit card itself is high, and it is easy to imitate; Secondly, customers are not concerned loyalty as previous, now, they are loyal to more than one bank at the same time. And all banks consider the credit card business as the last big cake of retailing, and they all want to occupy it. Therefore, we must clearly know that which factors will affect customers to allocate their wallet share of credit card to one particular bank. Based on the existing resesrch results at home and abroad, this study established a model of credit card share of wallet influencing factors, including customer satisfaction, perception of point reward plan value, service quality, switching cost and attitude loyalty, which is setting out from three aspects like banking service、credit card product and customer, analyzing the relevance between those five factors and wallet share of credit card and proposing hypothesis. Data collected through questionnaire survy, and then use SPSS and Amos structural equation model for data analysis and verification of the model and hypothesis. Test results are as follows:firstly, the influence of perception of point reward plan value on the share of wallet is the most significant. Secondly, customer satisfaction、service quality、switching cost、and attitude loyalty all have positive effect on share of wallet; and service quality、swiching cost not only influence the share of wallet directly, but also influence it through customer satisfaction and attitude loyalty indirectly. Lastly, perception of point reward plan value doesn’t have effect on attitude loyalty.The innovation points of this study are as follows:first, established a model of credit card share of wallet influencing factors, which is more integrated, and enriched the the existing theory. Second, by the combination of theory and empirical research method, this study carried out an empirical research on the credit card field, and demonstrates the influence of customer satisfaction, perception of point reward plan value, service quality, switching cost and attitude loyalty on the share of wallet, and the relationship of these five variables, and then provides reference for later study.