H Bank Credit Card Customer Satisfaction Enhancement Strategy Research

With a rapidly growing Internet technology,credit cards have become a traffic entrance linking various consumption scenarios.In 2008,major banks in China developed various types of credit card products in accordance with customer needs.Gradually,the more cards issued,the more customers growed rapidly..Credit cards are now owned by most customers.However,massive marketing has produced a large number of invalid cards and sleep cards,and there have been serious phenomena such as homogenization of credit cards of various banks and low customer satisfaction.Under such circumstances,innovating the quaity of credit card,stabilizing customers,and gradually developing new customers are necessary means to expand the market of bank credit cards.Based on the research of customer satisfaction theory of foreign and domestic scholars,this paper analyzes and concludes that the factors that affect the customer satisfaction of H bank credit card business are divided into three dimensions: perceived quality,product value and customer expectations.Then,referring to the ACSI model to construct the theoretical measurement model of this article,design the questionnaire and distribute and recycle it.Use the reliability analysis,validity analysis,descriptive statistical analysis and independence test on the collected questionnaire data.Then,through the "five gaps" model to find customers' dissatisfaction with H Bank's credit card business services.At the same time,using blueprint skills to formulate blueprint service processes,lay the foundation for the follow-up customer satisfaction improvement strategy.Finally,combined with the actual process of H bank providing credit card business services to customers and the results of satisfaction survey analysis,we established a customer satisfaction improvement strategy,and proposed innovative methods such as improving the service process and building a big data platform to maintain customer relations to satisfy H bank credit card business customers The degree of improvement provides a strong boost.