Switching Behavior And Marketing Strategy in Credit Card Business

• Main Authors: Shinn Liang Liu, 劉信良
• Other Authors: Jou Ying Tseng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/04461438535211711883

碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 94 === Abstract Fierce competition in the credit card market, Cardholders also stand achance to switch or keep the existing card.If issuers understand the factors affecting brand switching and use that insight to create successful and effective strategies for customer acquisition and customer retention so that they could make a really successful strategy to reduce the customer defection rate. The author provides an approach to the subject through a behavioral model, analyzing and illustrating the switching behavior for cardholders and finding the important factors, adjusting strategy and tactics for maximizing customer equity. First, the author discuss the descriptive statistics on credit-card market structure analysis, its potential for extensions. The author next exploit exploratory factor analysis and confirmatory factor analysis for finding relative influence factors contributing brand switching in credit-card market. Through the application of empirical data, collected on the credit- card market data in Taiwan, the author envisage, is a potentially potent marketing management strategy.The results which states long-term growth is based on customer equity,making strategic marketing decisions or design loyalty Programs, alsocontribute to decrease of customer defection and increase customer loyalty.