【作者】 孙静怡；

【导师】 张洪吉；

【作者基本信息】 河北经贸大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 近年来,我国经济社会和科技水平飞速发展,居民的消费意愿和消费能力也在不断提高。随着社会信贷需求的增加,我国信用卡的发卡规模日益增长,信用卡已从便利的支付和结算工具逐渐发展成为最受消费者欢迎的信贷工具。信用卡业务在银行的中间业务中占据了重要地位,成为各个银行获得利润的重要来源。交通银行信用卡业务近年来发展迅速,但随着行业竞争愈发激烈,信用卡产品本身同质化、盈利模式统一化再加上互联网金融的迅猛发展,对交通银行信用卡业务的发展带来了巨大挑战。面对当前形势,交通银行必须提高对顾客满意度的重视程度,加强对信用卡顾客满意度影响因素的研究,努力提升服务质量,改善顾客体验,这样才能够在激烈的信用卡市场竞争中立于不败之地。本文在对国内外学者关于顾客满意度理论以及信用卡顾客满意度影响因素研究的基础上,对交通银行的信用卡顾客满意度进行了研究。首先,本文在顾客满意度相关理论研究综述的基础上,结合交通银行信用卡业务特点和工作实际,对交行信用卡业务相关专家进行了访谈并对影响信用卡顾客满意度的关键性因素进行了分类和甄别,初步确定了安全性、费用、员工服务、优惠活动、产品主体功能、产品创新功能、便捷性、信息服务和品牌形象九个主要影响因素,并重点研究和设计了信用卡顾客满意度的测量维度和量表体系。之后,根据量表体系设计并向客户发放了交通银行信用卡顾客满意度调查问卷,并运用SPSS19对问卷数据进行了信度分析、效度分析、相关分析和回归分析,最终得出交通银行信用卡顾客满意度的六个影响因素,按照重要性程度从高到低分别为优惠活动、费用、便捷性、员工服务、安全性和产品创新功能。然后,结合六个影响因素的重要性程度以及平均满意度水平进行了重要性——满意度分析,最终将优惠活动和便捷性因素归为“优先改进”项目,将安全性、员工服务、和产品创新功能因素归为“提高效率”项目,将费用因素归为“保持优势”项目。最后,本文分析了交通银行信用卡顾客满意度存在的问题,并提出了有针对性的提升对策,期望可以借此提升交通银行信用卡顾客满意度,增强交通银行信用卡业务的市场竞争力。更多还原

【Abstract】 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.更多还原