信用卡客户忠诚度的研究——以招商银行为例.docxVIP

信用卡客户忠诚度的研究——以招商银行为例摘要顾客满意战略是企业为了使顾客能对自己的产品或服务产生高的满意感，综合而客观地评价顾客的满意程度，并根据测评和分析的结果，找出差距，改善产品、服务及企业相关因素的经营战略。招商银行XX分行通过实施顾客满意战略，可以有效地改善顾客对企业的态度，在提高利润和企业知名度与美誉度的同时扩大忠诚顾客的数量，为企业赢得市场优势。本文针对国内外研究现状和XXX招商银行信用卡业务的发展状况的调查分析，对招商银行信用卡客户忠诚度进行了研究。试图找出目前XXX招商银行信用卡业务在经营策略上存在的问题，为XXX招商银行信用卡业务提出合理的建议和解决措施。旨在进一步完善信用卡客户盈利性研究和推动招商银行信用卡业务的发展。关键词：招商银行，信用卡，顾客满意度，营销策略Credit card customer loyalty - China Merchants BankAbstractCustomer satisfaction strategy is to enable customers to produce a high sense of satisfaction of their own products or services, comprehensive and objective evaluation of customer satisfaction, according to the results of the evaluation and analysis, identify gaps, improve products, services and corporate factor of business strategy. XX Branch of China Merchants Bank, through the implementation of the customer satisfaction strategy, can effectively improve the attitude of the customer enterprise, at the same time increasing profits and corporate reputation and the reputation to expand the number of loyal customers, gain market advantage for the enterprise. In this paper the research status and XXX Merchants Bank credit card business development, investigation and analysis, Merchants Bank credit card customer loyalty. XXX Merchants Bank credit card business on the business strategy, trying to find XXX Merchants Bank credit card business to put forward reasonable proposals and solutions. Designed to further improve the profitability of credit card customers and to promote the development of the China Merchants Bank credit card business.Key words:Investment banking, credit cards, customer satisfaction, marketing strategy1引言1.1 论文研究目的及意义随着我国银行业改革的不断推进，四大国有银行的商业性质逐步增强，以及新建商业银行数量的不断增加，加入WTO后外资银行陆续进驻国内，整个商业银行日益呈现出多元化的竞争格局，在这种背景下，客户成为银行最宝贵的资产和最重要的利润来源，拥有牢固的客户关系是银行强有力的竞争优势之一。牢固的客户关系的关键在于取得长期的客户满意度，因此如何提高客户满意度成为银行关注的焦点。信用卡业务作为中国银行业“今后几年中利润最丰厚的业务之一”，是商业银行的必争之地。然而，较之于其他几家商业银行，XXX招商银行信用卡业务并没有取得较好的进展。因此，本文本着进一步完善信用卡客户盈利性研究和推动招商银行信用卡业务的发展的目的，对XXX招商银行信用卡客户忠诚度进行了调查分析。试图找出目前XXX招商银行信用卡业务