Students Credit Card Customers The Potential Value Of Influencing Factors

Along with the opening up of China's financial sector, the banks are facing growing pressure of competition. Credit card as the greatest potential business in the future, banks need to attract and retain valuable potential customers. In the process of marketing, how to identify the differences between customers and make personalized marketing has become the focus of attention in banks. Customer value management is an effective mean for personal marketing.By reading a lot of foreign and Chinese literatures, the author summarizes the concepts of customer value, customer potential value, customer lifetime value, and also the calculating models of them. And the author summarizes the influencing factors of customer value. By summarizing empirical studies on the value of credit card customers, the author points out the shortcomings of the current studies.Through theoretical summaries, this study propose the "factors affecting the potential value of credit card customers" model, and the corresponding assumptions. According to the literature summaries, the author gives four factors, including: customer awareness, customer trust, customer satisfaction, transferring costs. In order to validate the model and assumptions, the author released 500 copies of survey questionnaire in six universities in six cities in eastern China. There are 206 copies of valid questionnaire for the study, and then using SPSS to deal with these data.According to the survey and analyzing results, this study verified the assumptions, the main conclusions are summarized as follows: through factor analysis, customer awareness is divided into four factors: reliability, validity, responsiveness, continuous improvement; through the partial correlation analysis for the influencing factors and indicators of potential value, the author confirms the significant positive correlation exists between them; through regression analysis, give out main factors for the indexes of potential value and the regression equation; through single-factor analysis of variance for students credit card customers, the author found there was a significant difference in the potential value among students of different backgrounds.In view the problems of the study, students are divided into four groups according to the current value and the potential value. This paper presents the corresponding countermeasures for banks.Finally, on the basis of empirical research, the dissertation discusses the reasons for diffenent potential value of different students from different backgrounds. At the same time, sum up the main influencing factors for the potential value, and then give some client management recommendations for bank's credit card business.