Research On The Countermeasure Of Promoting Customer Loyalty In Credit Card Center Of CITIC Bank

Credit card business has developed for more than 30 years in China.With the continuous opening of financial markets and the rise of Internet finance,the monopoly pattern of traditional bank credit cards as a consumer credit channel has been broken,and the internal and external competition environment has been intensified.On the one hand,the development of new customers is more difficult,customers choose more,demand higher and have more initiative;on the other hand,major banks attach too much importance to the expansion of card issuance scale,weakening the management of customer relationship in stock,which leads to the phenomenon that the loyalty of customers in the industry is generally not high.Customer is the most important strategic resource for enterprise development.In order to maximize profits,sustainable and stable customer resources are the strongest guarantee for enterprise profits,and also the core competitiveness of enterprise development.Therefore,the effective improvement of customer loyalty can not only improve the profitability of banks,but also expand more market share for banks.Credit Card Center of CITIC Bank has developed rapidly in recent years.Its card issuance volume,business and profit have a certain scale.Customer service center also has a good reputation in the industry.However,in the fierce market competition environment,it also faces the serious problem of low customer loyalty.This paper takes CITIC Bank Credit Card Center as the research object.Firstly,it presents the current situation of customer loyalty from the customer profile and the basic business of customer service.At the same time,it analyses the internal and external environment of CITIC Bank Credit Card Center,and puts forward the necessity of improving customer loyalty.Secondly,it collects expert opinions through literature review.In this way,customer loyalty questionnaire is designed from five dimensions:product attributes,service quality,customer loyalty,technological innovation andbank brand image.Questionnaire forms are randomly distributed among customers of Credit Card Center of CITIC Bank.A total of 312 valid samples are obtained.Through the effective analysis of samples,the customer loyalty of Credit Card Center of CITIC Bank is obtained.In terms of promotion,we should focus on product innovation,customer service efficiency,technological innovation capability,brand awareness and customer care.Finally,according to the analysis of the reasons for the decrease of customer loyalty,four upgrading strategies are put forward: optimizing customer service system,formulating closed-loop customer management process based on information technology,implementing combination strategy of independent innovation and cooperative innovation,and building customer brand awareness channels.Through the research on the customer loyalty of the credit card center of CITIC Bank,not only has a positive role in promoting the lasting development ability of the credit card center of CITIC Bank and stabilizing the market competitiveness of enterprises,but also provides meaningful reference and reference for the countermeasure of improving the customer loyalty of the same industry.