Research On Customer Experience Value Of China Citic Bank Credit Card Base On Co-creation Value Perspective

The traditional product-based value creation model is now changing to the new service-based value creation model.In the field of credit card business,as it becomes more homogeneous,credit card clients are no longer satisfied with its original use value,they prefer to enjoy the personalize experience while using their cards.Meanwhile,their roles are shifting from the passive receptors of credit card service to its participants and creators.There leads to a major question of the credit card business center: How can we meet our clients' individual requirement,and let them actively take part in the credit card's development,design and innovation,in order to perform the excellent creativity of our credit card business?These years,the study about value co-creation and customer experience value have become an academic hot topic,especially in marketing area,which is a rare topic in service area of credit card business.In this case,the paper mainly focuses on the study of the co-creation of customer's experience value in credit card business,according to the following research logic.First,the study will put forward relevant questions on the co-creation of customer's experience value,and set up a model for it.Second,through questionnaires,the paper will quantify the status quo of our customer's value co-creation from the perspective of customer perception,as well as point out related questions and analyze them.After that,the paper will include strategies for improvement and corresponding supporting measures.Using some document analysis methods and based on the theory about value co-creation and experience value,this thesis puts forth some ideas of co-creation about credit card customer experience value,including its conception,essence,basic elements and the meaning of hierarchy system and value co-creation.Besides,its model is constructed in this paper,which contains the influencing factors and the results of behavior dimension and value co-creation.The external influence factors affecting customer experience value,users' will of involvement and outcome,content and preference of interaction are being quantified on our questionnaires.With this,the main problems of credit card business of China Citic Bank have been found and labeled,which helps to clearly ascertain our business strategies,like targeting our main customers,determining to build up multidimensional interactive platform and respectively choose the contents of value co-creation.Last but not least,this paper,using theoretical deduction together with questionnaire survey in our research,creates a structure and model for generating customer experience value with the goal of value co-creation,and provides practical activities of value creation with theoretical supports and references.