我国银行业信用卡顾客忠诚影响因素实证研究.docxVIP

我国银行业信用卡顾客忠诚影响因素实证研究 !迹壅型避也!!垒!丝型!望型!!竺塑鱼螋!型 generalizing and analyzing the status about the credit card business manet development in our country．According to the relevant literature and fidd surveys， which is used for reference，the thesis brings forward factors influencing customer loyalty considering our present status of the credit card business market．At the ,岛lme time,the thesis has defined the meanings about factOrS．established appropriate indexes to me鹅ure these factors．·founded the model of lad【o硌 influencing customer loyalty and put forward interrelated hypothesis． 髓e thesis makes an empirical research on factors influencing customer loyalty and thek importance through questionnaire by applying SPSS 13．0 software，and then there are some conclusions as fofiowing：(1)Factors of innovation and convenience of service quality have a strong and positive effect on Customer loyalty；Factors of innovation,convenience,security and visibility of service quality have a strong and positive effect on customer satisfaction,and affect customer loyalty indirectly through customer satisfaction．(2)customer satisfaction has a strong and positive effect on calStomer loyalty．customer satisfaction is a mediator between service quaLity and customer loyalty．(3) Procedure switching cost，relationship loss costs and psychological switching cost have a strong and positive effect on customer loyalty；psychologieal switching cost has a quite obvious influence to the customer loyalty．(4)from the regression coefficient of view,in an the various factors through stepwise regression, psychological switching COSt impact on the role of customer loyalty the most’ followed by customer satisfaction，procedure switching cost，relationship loss costs and innovation factor, and the convenienc宅 coefficient is smaller．These conclusions are useful tO enhance customer loyalty． This thesis iS all exploratory study about customer loyalty and influencing