银行信用卡忠诚度及其影响因素研究

With fiercer and fiercer competition in China's credit card industry market, the cost of attracting customers becomes higher and higher. Formulating and implementing customer loyalty management strategies, and providing comprehensive and individualized services for customers, are the important guarantees for banks to keep an interactive and long-run relationship with customers and thus obtain profits. However, at present in China, only China Merchants Bank and Bank of Communications claim their credit card business profitable; other banks' credit card businesses are all in a non-profitable state. Therefore, how to enhance the effective income of credit card business is an important problem of China's credit card business development. This paper is to analyze the loyalty of credit card customers in China Merchants Bank by using SPSS15.0 and AMOS16.0, so as to study the influential factors of credit card customer loyalty, and raise reasonable suggestions about improving earning performance of China's credit card products.