Banking Credit Card Customer Loyalty Mechanism

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer colony has become the enterprise's important strategy to win the market. The establishment and implementation of customer loyalty management strategy, providing integrative and different service for the customers, is an important safeguard to keep endurable and interactive relationship between the enterprise and the customer. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management Academia and Practitioner. As to the research on the forming mechanism of customer loyalty, the literature in existence has probed into the influence of two or three factors, including customer satisfaction on the customer loyalty and so on. On the basis of the previous papers and the background of the credit card service market, the thesis, combining theoretical analysis with empirical research, tries to construct the basic drive model. In the case of credit card service of a China bank, it demonstrates the interior relation among the drive factors and their drive mechanisms on the customer loyalty, and analyzes the modulation mechanism of each scene factor on the formation of customer loyalty.As to how the credit card service drives the formation of customer loyalty more effectively, especially how to facilitate the establishment of customer loyalty, the conclusion of this paper provides some available managerial implications.