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信用卡使用者忠诚度影响因素探析

发布时间:2019-03-20
  摘要
  
  信用卡在中国市场的发展已有近四十年的历史,它的发展能够促进消费者的消费需求,带动旅游、电子商务等产业的经济发展,提高 GDP 的增速。随着信用卡行业发展逐渐成熟,该业务在服务功能和营销活动等方面同质化倾向严重,使得竞争日益激烈。对于各发卡机构来说,最重要的问题是保持顾客忠诚,获得企业利润。近年来,学术界在对信用卡顾客忠诚影响因素方面的研究,已经愈加丰富。但是随着金融信贷产品的发展,关于信用卡顾客忠诚影响因素的研究还不足够全面。
  
  本文在已往理论研究的基础上,建立了信用卡顾客忠诚影响因素模型,对可能影响顾客忠诚的八个因素进行了全面的剖析与验证。这八个因素分别是响应性、移情性、顾客感知价值、企业形象、转换成本、消费者个体偏好、人口统计因素、替代品吸引力。以信用卡的持卡用户为样本进行研究,共收集 260 份有效的问卷,通过因子分析、相关性分析、回归分析、单因素方差分析等统计方法对模型进行了验证。
  
  根据本研究的实证分析可以得出如下结论:
  
  1、影响信用卡顾客忠诚的因素主要有五个,其影响作用由大到小排序分别是:顾客感知企业价值、消费者个体偏好、转换成本、响应性、移情性。
  
  2、替代品吸引力、人口统计因素对信用卡顾客影响的作用不具有统计上的显着性。
  
  本研究在创新性上有以下几点:
  
  1、本文首先结合手机银行信用卡业务的发展,对信用卡服务质量的测量维度在以往研究的基础上,进行了相应的调整,选取了移情性与响应性,并对信用卡顾客忠诚的影响作用上,进行了显着性的证明。本文就该变量的维度选取这一方面进行了创新。
  
  2、随着以电子商务为平台的金融信贷消费产品的兴起,本文选取了具有代表性的阿里巴巴推出的“蚂蚁花呗”这一金融信贷产品,作为替代品吸引力这一变量的研究对象。分析了该变量对信用卡顾客忠诚的影响作用,实证结果并未证实其对信用卡顾客忠诚的显着性影响。基于此,本文继续分析并验证了不显着的原因,分析结果显示年龄对替代品吸引力有显着作用。验证了因被访者各年龄段对金融信贷产品在认知和接触上有所不同,所以替代品吸引力对顾客忠诚的影响并不显着。
  
  3、本文在信用卡顾客忠诚影响因素中探究了研究较少的消费者个人偏好和人口统计因素两个变量对顾客忠诚的直接影响。对信用卡的顾客忠诚直接影响因素进行了补充,构建并证实了信用卡顾客忠诚影响因素模型。

信用卡使用者忠诚度影响因素探析
  
  最后,基于研究模型,本文对各发卡机构提出了有针对性的管理与营销建议,并且对本文的不足之处进行了展望与总结。
  
  关键词:  信用卡;金融信贷产品;消费者个体偏好;顾客感知价值;转换成本;顾客忠诚。
  
  Abstract
  
  The history of credit card development in Chinese market has been almost 40years. Its development can promote the demand of consumers, drive the economicdevelopment of industries, such as tourism and e-commerce, and increase the growthrate of GDP. With the development of the credit card industry gradually be mature, ittends to be homogenous in terms of service functions and marketing activities, whichmake the industry’s environment has been more and more competitive. Under thiscompetitive environment, the most important issue for card issuers is to maintaincustomer loyalty and gain business profit. In recent years, the research of the factorsaffecting customer loyalty in the credit card market has become more abundant,However, combining the development of the financia credit card, the research on theinfluencing factors of credit card customer loyalty is not comprehensive.
  
  Based on the previous theoretical research, this paper establishes a credit cardcustomer loyalty influencing factor model, it comprehensively analyzes and verifiesthe eight factors that may affect customer loyalty. These eight factors areresponsiveness, empathy, perceived value of customer, corporate image, conversioncost, individual consumer preferences, demographic factors, and attractiveness ofalternatives. Conduct research on users of using credit cards as samples, a total of260 valid questionnaires were collected and the model was verified by statistical methods such as factor analysis, correlation analysis, regression analysis, andone-way ANOVA.
  
  According to the empirical analysis of this study, the following conclusions canbe drawn:
  
  1. There are five main factors that affect credit card customer loyalty. The orderof the influencial fator is that perceived value of corporate image of customer,consumer individual preference, conversion cost, responsiveness, and empathy.
  
  2. The effect of variable substitution attractiveness and demographic factors oncredit card customer influence in the context of the Internet have not statisticallysignificant.
  
  This research has the following points of innovation:
  
  1. This article first combines the development of the mobile phone-bank creditcard business, based on the previous research on the measurement of the quality ofcredit card services, carried out corresponding adjustments, selected empathy andresponsiveness, and made a significant impact on the role of credit card customerloyalty. This paper makes an innovation on the dimension selection of the variable.
  
  2. With the rise of the Internet financial credit consumer products which platforme-commerce, this paper selected the representative of Alibaba's “Ant check later”, afinancial credit product, as a research object for the alternative attractiveness variable.
  
  The influence of this variable on the loyalty of credit card customers was analyzed.
  
  The empirical results did not confirm its significant influence on credit card customerloyalty. Based on this, this paper continues to analyze and verify the insignificantreasons. Proposed that age has a significant impact on the attractiveness ofalternatives, and made a one-way ANOVA. The analysis results show that age has asignificant effect on the attractiveness of alternatives, because of interviewees havedifferent perception and contact on Internet credit products at all ages, the effect ofalternative appeal on customer loyalty has not statistically significant.
  
  3. This paper explores the direct influence of the two variables of consumerindividual preferences and demographic factors on customer loyalty, which are less studied in credit card customer loyalty influencing factors. The direct influencingfactors of customer loyalty to credit cards were supplemented. This paper build andconfirm the credit card customer loyalty influencing factor model under the Internetbackground.
  
  Finally, based on the research model, this paper puts forward specificmanagement and marketing suggestions for each card issuing institution, and alsomakes an outlook and summarizes of the article.
  
  Keywords: credit card; e-bank credit card business; individual consumerpreferences; customer perceived value; conversion costs of customer loyalty
  
  目录
  
  第一章 绪论.
  
  第一节 研究背景与意义

  一、研究背景
  二、研究意义
  
  第二节 研究方法与创新之处
  一、研究方法
  二、创新之处
  
  第三节 论文结构安排与技术路线
  
  第二章 文献综述.
  
  第一节 顾客忠诚研究综述

  一、顾客忠诚概念
  二、顾客忠诚驱动因素
  三、顾客忠诚的模型
  
  第二节 信用卡顾客忠诚研究综述
  一、消费信贷产品下信用卡发展现状
  二、信用卡顾客忠诚模型
  
  第三章 模型构建与假设的提出.
  
  第一节 本研究的模型与假设

  一、模型的提出
  二、模型假设
  
  第二节 变量的定义与维度
  一、响应性
  二、移情形
  三、企业形象
  四、顾客感知价值
  五、 替代品吸引力
  六、转换成本
  七、人口统计因素与消费者个体偏好
  八、顾客忠诚
  
  第四章 研究设计与研究方法.
  
  第一节 问卷设计与数据收集

  一、 问卷设计
  二、数据收集
  
  第二节 数据分析方法
  
  第五章 统计分析.
  
  第一节 样本的描述性统计分析
  
  第二节 信度分析
  
  第三节 因子分析
  
  第四节 回归分析

  一、相关性分析
  二、回归性分析
  三、单因素方差分析
  四、检验结果与研究假设对比
  
  第六章 结论
  
  参考文献.