Research On Strategies For Improving Customer Loyalty In Credit Card Business Of Postal Savings Bank A Branch

The development of credit card business in China has a history of more than 30 years.With the rapid growth of the Chinese economy and the flourishing development of the financial industry,domestic banks are competing for the credit card business market.Under the background of stable economic growth,structural adjustment,and risk control,the banking industry has proposed the "big retail" strategy and shifted its focus to retail business.Although the credit card industry has long been a fiercely competitive market,it is still a breakthrough for banks seeking transformation and development due to its advantages such as risk diversification,countercyclical nature,stable profits,and strong drainage.In the increasingly competitive market,the cost of acquiring customers continues to rise,and how to maintain and increase the profitability of credit card business has always been a major challenge for most banks in China.Research has shown that improving customer loyalty,cultivating and maintaining loyal customers,is a prerequisite for enterprises to increase revenue and profits,as well as an important problem that the Postal Savings Bank A Branch urgently needs to solve.Under the pressure of internal and external competition,this article takes the credit card customers of Postal Savings Bank A Branch as the research object,and through questionnaire surveys and model evaluations,explores the factors affecting customer loyalty and understands the real needs of customers.Many domestic and foreign researchers have explored the factors influencing customer loyalty,such as customer experience,customer satisfaction,customer perceived value,and relationship trust.However,the academic community has not yet reached a unified conclusion on customer loyalty.Therefore,further research on the factors influencing customer loyalty is needed to help Branch A better understand customer needs,formulate more effective business strategies,improve customer loyalty,and bring more business profits.This article aims to apply customer loyalty theory to the field of credit card business,and comprehensively evaluate the customer loyalty level of Postal Savings Bank A branch’s credit card business through qualitative and quantitative analysis of the factors that affect customer loyalty,in order to identify and solve the customer loyalty problem of A branch’s credit card business,in order to take more targeted measures to meet customer needs and improve customer loyalty level of credit card business.Based on the development status of Postal Savings Bank A Branch’s credit card business,on the basis of previous research results,this article analyzes the relevant factors affecting customer loyalty of Postal Savings Bank A Branch through the combination of theoretical research and empirical research,and establishes a theoretical model of customer loyalty.The relationship between the four factors of customer experience,customer perceived value,customer satisfaction,and relationship trust and customer loyalty is explored.Through the questionnaire survey of the target group,sample data is obtained,and SPSS and AMOS software are used customer loyalty,as well as the significance between variables.Finally,it is concluded that customer experience,customer perceived value,customer satisfaction,and relationship trust all have a significant positive impact on customer loyalty.Based on the survey results,targeted improvement measures are proposed,and ideas and suggestions are provided for the overall development of Postal Savings Bank’s credit card business.