The Empirical Research Of Perceived Service Quality Of China's Credit Card

In recent years,credit card services in China have developed rapidly--both the number and the business area of credit card are expanding constantly. However, few researches were about service quality that credit card users feel about credit card. This paper did an in-depth research on service quality level of credit card in China, based on previous papers abroad and combined with the feature of credit card service in China. First, this study described service quality and its correlation theory, mainly including the element, the importance and the measuring method of service quality, which would provide academic basis for the subsequent study. Second, model that suited for measuring credit card service quality in China was built, using the experience of PZB's 5 dimensions division on service quality, referring to the wildly accepted SERVQUAL model, and combined with the feature of object of the study. Third, the measurement model was tested and verified to be reasonable and correct by checking the reliability and the validity of questionnaires delivered in Hefei and Shanghai using methods of exploratory and confirmatory factor analysis. Finally, it was found by mean value analysis that credit card users in China were not so approval of their perceived service quality, measured by the 5 dimensions of reliability, responsiveness, security, empathy and tangibles. On the basis of the research findings and the author's working experience, a number of recommendations were raised to improve service quality of credit card in China.