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D Bank Credit Card Promotion Strategies of Customer Loyalty

Author: ZhangMingLi
Tutor: ShiJinYan
School: Dalian University of Technology
Course: Business Administration
Keywords: Customer Loyalty Credit Card Evaluation Model Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 23
Quote: 0
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Abstract


The retail banking is the business which customer spread widely, wealth increase rapidly. With the characteristics it becomes the most promising financial sector in the future by the consensus. Especially for the D commercial bank which on the stage of trans-regional development, The credit card business can bring limitless comprehensive value to the bank. Make credit card business bigger and stronger will be imperative for every bank.But after nine years of rapid development, the domestic bank credit card business has been in the pursuit of scale, product homogenization phenomenon is quite serious, enables customers to group has produced numbness and rejection of emotion on credit card products, marketing and development leading to excessive domestic credit card business although the scale has been considerable, but the credit card customer loyalty has been not very high.The credit card business of D bank were promoted in2007, started later than other banks. Initially, D bank have been ignored value-added services and marketing activities with less experience, which made it less customer and loyalty.In order to prevent the deterioration of the situation, we use five chapter to analyse the D bank credit card customer loyalty.The first chapter of the research is on the customer loyalty theory of the domestic and abroad, the background and present situation of D bank credit card business development;the second chapter summarize the domestic and foreign customer loyalty research, it was refined and simple analysis of the influence on customer loyalty factors; the third chapter introduces the selection method of index evaluation model selection, and data evaluation method; in the fourth chapter, the evaluation of the customer loyalty model has been build good credit card, the data obtained by questionnaire, using the factor analysis method to obtain the credit card main influencing factors of customer loyalty; the fifth chapter according to D bank credit card business operation status of the product or service, business defects to find out the factors affecting customer loyalty and the fourth chapter summarized the related, hope that through "an antidote against the disease" is derived with D Bank AG real loyalty "prescription", so as to help D bank to expand the number of loyal customers, improve the comprehensive value, in order to win the market advantage.

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