Study On The Influencing Factors And Improving Countermeasures Of Credit Card Customer Satisfaction Of Bank Of Communications

In recent years,with the rapid development of China's economy,society,science and technology,the residents' consumption willingness and consumption ability are also constantly improving.With the increase of social credit demand,the scale of credit card issuing in China is growing day by day.Credit card has gradually developed from a convenient payment and settlement tool to the most popular credit tool for consumers.Credit card business plays an important role in the intermediary business of banks and becomes an important source of profits for each bank.In recent years,the credit card business of Bank of Communications has developed rapidly,but with the increasingly fierce competition in the industry,the homogenization of credit card products,the unification of profit model and the rapid development of Internet finance have brought great challenges to the development of the credit card business of Bank of Communications.Facing the current situation,Bank of Communications must pay more attention to customer satisfaction,strengthen the research on the influencing factors of credit card customer satisfaction,and strive to improve the service quality and customer experience,so as to be invincible in the fierce credit card market competitionBased on the research of domestic and foreign scholars on the theory of customer satisfaction and the influencing factors of credit card customer satisfaction,this paper studies the credit card customer satisfaction of Bank of Communications.First of all,based on the theoretical review of customer satisfaction,combined with the characteristics and work practice of Bank of Communications credit card business,this paper interviewed the relevant experts of Bank of Communications credit card business,classified and screened the key factors affecting customer satisfaction of credit card,and preliminarily determined safety,cost,employee service,preferential activities,main functions of products,innovative functions of products,convenience,information service and brand image as nine main factors,and the measurement dimension and scale system of credit card customer satisfaction are studied and designed.After that,according to the scale system,we design and issue the questionnaire to the customers,and use SPSS 19 to analyze the reliability,validity,correlation and regression of the questionnaire data.Finally,we get six influencing factors of Bank of Communications credit card customer satisfaction.The influencing factors arranged from high to low according to the importance degree are preferential activities,cost,convenience,employee service,safety and innovative functions of products.Then,combined with the importance of six factors and the average level of satisfaction,the importance-satisfaction analysis is carried out.Finally,preferential activities and convenience factors are classified as"priority improvement" projects.Safety,employee service,and product innovation function factors are classified as "efficiency improvement" projects.Cost is classified as "maintain advantage" project.Finally,this paper analyzes the problems existing in the credit card customer satisfaction of Bank of Communications,and puts forward targeted countermeasures to improve the customer satisfaction of the credit card of Bank of Communications,and enhance the market competitiveness of the credit card business of Bank of Communications.