Research On The Analytic Methods Of The Relationship Between Credit Card's Customer Loyalty Degree And Customer Contribution Degree

With the entering of foreign banks into China financial market, the local commercial banks are impacted unprecedented. Stresses coming from many aspects urge them to develop new business actively. Credit card is a fruit of credit economy and a very important financial product in personal credit filed. Along with the progress of China economy, the improving of people's life and the change of people's consuming habits, the operation of credit card has a good future in China market. And now it is crucial time. Therefore, the operation of credit card gains more and more attention from commercial banks. It is concerned as one of most profitable business in a few years. Increasing the loyalty of credit card's customer so as to get more customers'contribution has become the key factor which decides profitability of commercial banks.Through analyzing former researches, it was fund that foreign and domestic scholars built many models about customer loyalty and customer contribution. But few of these models were applied in analysis of specific business. There are less analysis of the connection between customer loyalty and customer contribution. There is almost no research on the relationship between customer loyalty and contribution of credit card.In order to research on the analyzing method of the relation between credit card's customer loyalty and customer contribution, the valuing models of them should be developed in advance. The model of credit card's customer loyalty is based on the analysis of questionnaire which is designed according to six influential factors. The analysis method that every option and principal component is defined through Likert 5-Scale-Form is applied to define the proportion of indexes. The model of credit card's customer contribution is designed according to that contribution equal to income subtract cost. The ABC is used to calculate indirect customer costs. Then, with these models, analysis method of the relation between credit card's customer loyalty and customer contribution is studied in three aspects: the overall relationship of customer loyalty and contribution, relationship of customer loyalty grouping and relationship of customer structural proportion of different customer loyalty group. At last, the analysis method that the difference of customer loyalty and customer contribution which is produced by the influence of different property characters is developed. It provides fundamental methodology for establishing credit card's marketing strategy properly.