Research On The Factors Influencing The Customer Satisfaction Of The Credit Card Business Of The JN Branch Of China Everbright Bank And The Promotion

Due to the deepening of market-oriented interest rate reform,the impact of Internet finance and the new capital regulation of Basel III,China's banking industry has a very serious impact on the development model of deposit and loan spread as the main source of profit.Profit margins shrink,business transformation has become a major problem every bank had to face,to achieve the balance sheet from the table to the intermediary business transformation.The credit card business as the intermediary of the traditional banking business,its development has been more mature.China's credit card market from 2002 to an annual average of 200 million new card volume growth rate ushered in the new century,more than 10 years of rapid development.Can be expected,the credit card business will be a major pillar of future bank profits.The credit card business,the banks introduced the basic functions of credit cards are similar,making the homogeneity of credit card business is very obvious,although the bank put a lot of resources have little effect.In this case,the level of customer satisfaction has become an effective way to solve the problem of no difference.Based on the research of domestic and foreign scholars on the theory of customer satisfaction and the influence factors of bank credit card customer satisfaction,this paper studies the customer satisfaction of credit card business with the case of Everbright Bank JN.Firstly,it analyzes the specific situation of the branch and its credit card business and the marketing environment,and finds out some problems in the credit card business.Then,based on the domestic and foreign scholars' research on the influence factors of credit card customer satisfaction,combined with the actual situation of JN Branch of China Everbright Bank,the factors of customer satisfaction of credit card business of the branch are determined qualitatively.Finally,using the data obtained from the research,this paper makes a statistical analysis of the main factors influencing the customer satisfaction of the credit card business of JN Branch of Everbright Bank,and determines the influential factors which have significant influence on the customer satisfaction degree.The ranking according to the influence is convenient,Value-added services,security and staff services,and accordingly put forward the corresponding countermeasures and suggestions.The results of this paper have practical value for the management of credit card business of JN Branch of China Everbright Bank and other banks.