The Research On Influence Factors Of Credit Card Customer Loyalty

The history of credit card development in Chinese market has been almost 40 years.Its development can promote the demand of consumers,drive the economic development of industries,such as tourism and e-commerce,and increase the growth rate of GDP.With the development of the credit card industry gradually be mature,it tends to be homogenous in terms of service functions and marketing activities,which make the industry's environment has been more and more competitive.Under this competitive environment,the most important issue for card issuers is to maintain customer loyalty and gain business profit.In recent years,the research of the factors affecting customer loyalty in the credit card market has become more abundant,However,combining the development of the financia credit card,the research on the influencing factors of credit card customer loyalty is not comprehensive.Based on the previous theoretical research,this paper establishes a credit card customer loyalty influencing factor model,it comprehensively analyzes and verifies the eight factors that may affect customer loyalty.These eight factors are responsiveness,empathy,perceived value of customer,corporate image,conversion cost,individual consumer preferences,demographic factors,and attractiveness of alternatives.Conduct research on users of using credit cards as samples,a total of260 valid questionnaires were collected and the model was verified by statistical methods such as factor analysis,correlation analysis,regression analysis,and one-way ANOVA.According to the empirical analysis of this study,the following conclusions can be drawn:1.There are five main factors that affect credit card customer loyalty.The order of the influencial fator is that perceived value of corporate image of customer,consumer individual preference,conversion cost,responsiveness,and empathy.2.The effect of variable substitution attractiveness and demographic factors on credit card customer influence in the context of the Internet have not statistically significant.This research has the following points of innovation:1.This article first combines the development of the mobile phone-bank credit card business,based on the previous research on the measurement of the quality of credit card services,carried out corresponding adjustments,selected empathy and responsiveness,and made a significant impact on the role of credit card customer loyalty.This paper makes an innovation on the dimension selection of the variable.2.With the rise of the Internet financial credit consumer products which platform e-commerce,this paper selected the representative of Alibaba's “Ant check later”,a financial credit product,as a research object for the alternative attractiveness variable.The influence of this variable on the loyalty of credit card customers was analyzed.The empirical results did not confirm its significant influence on credit card customer loyalty.Based on this,this paper continues to analyze and verify the insignificant reasons.Proposed that age has a significant impact on the attractiveness of alternatives,and made a one-way ANOVA.The analysis results show that age has a significant effect on the attractiveness of alternatives,because of interviewees have different perception and contact on Internet credit products at all ages,the effect of alternative appeal on customer loyalty has not statistically significant.3.This paper explores the direct influence of the two variables of consumer individual preferences and demographic factors on customer loyalty,which are less studied in credit card customer loyalty influencing factors.The direct influencing factors of customer loyalty to credit cards were supplemented.This paper build and confirm the credit card customer loyalty influencing factor model under the Internet background.Finally,based on the research model,this paper puts forward specific management and marketing suggestions for each card issuing institution,and also makes an outlook and summarizes of the article.