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The Study of Product Attractivenss Evaluation of Bank Credit Card in Xi’an College Market

Author: LiJingLiang
Tutor: ChenShi
School: Northwestern University
Course: Business management
Keywords: Student credit card Product attractive Customer Perceived Value College market
CLC: F832.2
Type: Master's thesis
Year: 2009
Downloads: 267
Quote: 0
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Abstract


With the commercial bank credit card products to enter the college market, many college students in a variety of promotional marketing activities stimulated apply for a credit card and enjoy its services. The purpose of this study is to explore the commercial bank credit cards college students in the end whether attractive, the attractive size how to identify the tendency of college students of all commercial banks credit card products and services. Study limited to the the Xi'an region's colleges and universities market. The present study is based on customer perceived value point of view to study the product attractive. First, the combination of product attractiveness and the concept of customer perceived value, consistency in the argument between the two. On this basis, analyzed and summarized the factors that affect the product attractive and customer perceived value, and build a product attractive - Customer Perceived Value Impact Factor System products are unique combination of commercial bank credit card credit card products attractive - customer perceived value evaluation system. Then in the attractiveness of credit card products evaluation system based on the design of the survey questionnaire, the evaluation of of Xi'an university students of the perceived value of the bank credit card products and satisfaction with 14 aspects of the commercial bank credit card products. 18 describes the right to use the analytic hierarchy process AHP method to calculate the weight after a comprehensive evaluation of the condition of the commercial bank credit card attractive. In this study, the final draw four conclusions: First, the product attractive customer perceived value is unified product attractive measure is the measure of customer perceived value, customer perceived value size reflects the size of the product attractive; Second, banks credit card products with sufficiently attractive Xi'an University;, Xi'an university students relative to student credit cards tend Construction Bank, Bank of Communications and China Merchants Bank, Everbright Bank, Industrial and Commercial Bank and Agricultural Bank of student credit card evaluation poor. College student credit card market in Xi'an, China Merchants Bank, Bank of Communications, China Construction Bank and Industrial and Commercial Bank of student credit card total occupy more than 80% of the market share, other bank student credit card market share is small. Ponder conclusions, the authors noted that enhance the attractiveness of credit card products must increase the the core customer perceived value, while improving customer perception of value-added, and to be an effective means of delivering value to customers.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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