Title: The Influencing Factors of Customer Satisfacation with Credit Card Center of China CITIC Bank
Author: Liu Yijia
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.731-743) Click PDF
Abstract
Due to the deepening of interest rate liberalization reform, the impact of Internet finance and the new capital regulation requirements of Basel III, the development mode of China’s banking industry with deposit and loan spreads as the main profit source has been seriously affected. Since 2002, China’s credit card market has ushered in rapid development for more than ten years in the new century with an average annual growth rate of 200 million new cards. It can be predicted that the credit card business will be a major pillar of bank profits in the future. As far as credit card business is concerned, the basic functions of credit cards launched by various banks are relatively similar, which makes the homogeneity of credit card business very obvious. In this case, the level of customer satisfaction becomes an effective factor to solve the problem of indifference.
The objectives of this study are: 1) To investigate the impact of perceived quality on customer satisfaction with the Credit Card Center of China CITIC Bank; 2)To explore the impact of customer expectations on customer satisfaction with the Credit Card Center of China CITIC Bank; 3) To explore the impact of perceived value on customer satisfaction with the Credit Card Center of China CITIC Bank.
The quantitative research method was adopted in this study. A total of 300 questionnaires were distributed and 275 valid questionnaires were collected, with an effective rate of 91.67%. This study finds that perceived quality, customer expertations and perceived value have a significant positive impact on customer satisfaction.
Based on the systematic study of the problems existing in the credit card business of China CITIC Bank, this study puts forward the strategies to improve the customer satisfaction with the credit card business. It mainly includes strengthening credit card product research and development, improving credit card operation safety, optimizing customer service experience, broadening credit card marketing means, and diversifying points exchange activities.
Keywords: China CITIC Bank, credit cards, customer satisfaction
The Influencing Factors of Customer Satisfacation with Credit Card Center of China CITIC Bank /
6617195001 Liu Yijia 2567 (2024) The Influencing Factors of Customer Satisfacation with Credit Card Center of China CITIC Bank สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University