Empirical Research On Credit Card Customer Satisfaction

Credit card business is a key business of the bank in the financial market competition intensifies, the situation of the credit card product homogeneity, the credit card customer satisfaction study for the Bank’s development has important significance. In this paper, literature analysis, research field research, empirical analysis and other methods. The paper first reviews the theory and study the present status of domestic and foreign credit cards, customer satisfaction; then use the interviews in the credit card business processes, from the perspective card, staff, summed up in three aspects of consumption factors affecting credit card customer satisfaction, build a theoretical model and related assumptions made; and then design the questionnaire and perfected by pre-investigation, a formal questionnaire. In the empirical research part of this paper the results of the survey carried out descriptive statistical analysis as well as reliability and validity, using multiple regression and structural equation model, the various factors affecting the level of customer satisfaction studies. Finally, according to empirical findings measures of this article suggests.Through research, the paper concludes the seven factors affecting credit card customer satisfaction: Product Features, Cost, employee performance, customer service response, environmental overdraft repayment environment, marketing activities, build a credit card customer satisfaction impact models proposed H1-H7 seven assumptions, the seven factors corresponding path coefficients were descending through empirical analysis overdraft environment 0.7820.724 cost, campaign 0.654,0.613 staff performance, repayment environmental 0.568,0.532 product features, customer service response 0.448. To effectively improve customer satisfaction, product development bank should focus on improving the relevance, scientific and rational product pricing, improve ease of use cards, rich card ancillary products; improve staff professionalism, improve business efficiency, maintain customer assistance channels open customer service timely and effective feedback; strengthen cooperation with the upstream issuing organizations, improve the safety performance of the credit card operation system, and actively develop high-quality rich merchant card channels, the effective use of various channels to increase marketing to promote its efforts to increase integration gift exchange and optimize repayment.