Research On The Improvement Strategy Of Credit Card Customer Loyalty Of Bank Of China N Branch

With the arrival of the Internet finance era and the financial deregulation,the business of commercial banks experienced a significant change.The role of credit cards has changed,from a payment settlement tool to a credit tool widely used by consumers.The credit cards issuance of major commercial banks is increasing steadily.How to retain more credit card holders and retain customer is the key to improving the operational capability and profitability of commercial banks.Customer loyalty is the biggest intangible asset of commercial banks.Improving customer's stickiness to credit card products,services and brands and triggering repeated purchases by themselves.In order to effectively enhance customer loyalty and bring non-interest net income with sustainability.This paper takes Bank of China N branch credit card customers as the research object.Firstly,through combing of the customer loyalty theories,the author understands the development status of the credit card business of the studied branch and conducts analysis.Secondly,with questionnaire survey,the paper analyzes several factors that affect the loyalty of credit card customers;with SPSS,the reliability and validity analysis and regression analysis of the survey data,summed up the major influencing factors of credit card customer loyalty.Finally,through empirical analysis,the author makes recommendations for Bank of China N Branch to improve the credit card customer loyalty as well as the competitiveness of its credit card business.Such recommendations include improving the innovation of credit card products,enhancing the security and convenience of card use,increasing the discount on credit card purchases and improving the user experience of credit card customers.