Loss Tend To Affect The Study Of The Factors Based On The Customers Of The Credit Card Market

On one hand, the easy imitation in credit card services leads to strong homogeneity tendency in their functions and marketing; One the other hand, foreign banks have been authorized to launch Renminbi business in mainland China, both of which make the competition of China's credit card market get into a white heat, and high customer churn rate gradually becomes the focus of attention to the management. Meanwhile, there is insufficiency in previous scholars' research, especially lacking of comprehensive analysis in multiple influential factors' simultaneous effects on customer churn intention, and their interactive relationships. Against this background, this research bases itself on China's credit card market, probes into multiple factors' simultaneous effects on customer churn intention and their interaction mechanism, aims to provide referential theoretic principles for the effective customer churn management.Based on the review on existing research about customer churn intention, this dissertation constructs "Customer Churn Intention's Influential Factors Model based on Credit Card Market", analyzing and discussing customer churn intention's six influential factors comprehensively. Through the survey in credit card customers with different backgrounds, this research collects sixty valid pretest questionnaires and two hundred and eighty-nine valid formal-test questionnaires, and applies statistical analyses such as factor analysis, structural equation modeling, etc. to validate our conceptual model and theoretic hypotheses. This research mainly draws following conclusions:(1) Overall, in credit card market, there are five influential factors that have significant influences on customer churn intention. They, with descending order in influential effects on customer churn intention, are: service quality, perceived value, customer satisfaction, alternative attractiveness and exiting barrier.(2) Service quality, perceived value, customer satisfaction and exiting barrier have significant direct negative effects on customer churn intention, and alternative attractiveness has significant direct positive effect on customer churn intention.(3) Perceived value and customer satisfaction have partial mediating effects on the negative relationship between service quality and customer churn intention; meanwhile, customer satisfaction has partial mediating effects on the negative relationship between perceived value and customer churn intention.(4) Subjective norms' direct influential effect on customer churn intention is not significant in statistics. (5) The credit card service quality includes four dimensions: effectiveness, access, tangibles and reliability. They, with descending order in influential effects on service quality, are: tangibles, effectiveness, reliability and access.Thus, it can be seen, this research's main innovation includes: constructing and validating the "Customer Churn Intention's Influential Factors Model based on Credit Card Market"; disconfirming subjective norms' direct influential effect on customer churn intention; and developing credit card service quality's dimensions and measurement scales.Further, based on the research conclusion, this dissertation brings out some relative management suggestions to credit card issuers, hopefully which could be referential theoretic and practical principles to the management, and give impetus to rapid and healthy development of China's credit card market.