| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 101 === After the banks opened for privatization, the traditional loan business has gradually come to the state of saturation. Trapped in the difficulty that it is almost non-profitable in traditional business, each bank has started to seek for new commercial opportunities in order to earn more profit in face of intensely competitive market and bank industry with development of diverse new products. Under such circumstance, credit card can be regarded as the product that is accepted the most by the public customers. By analyzing the consumers, this research further explores how to establish customers' trust of the credit card for them to raise usage rate of the credit card, reduce bad debt card rate and card termination rate, and strengthen the reputation of the credit card from the user, so that credit card sales can make a success. Therefore, the purpose of this research is to discuss the influences of relationship value, customer trust, customer commitment, and customer loyalty of the credit card's issuing bank.
The investigation questionnaires aimed at working group in the society as the research subjects in order to understand the influence degree of the bank's credit card on "relationship value", "customer trust", "customer commitment", and "customer loyalty". There were totally 400 questionnaires, with 372 ones returned. After deducting 26 ineffective questionnaires, there were a total of 346 effective questionnaires, with the effective questionnaire return rate 86.5%.
The research results are described as follows:
1. Relation value has remarkably positive influence on customer commitment.
2. Relation value has remarkably positive influence on customer trust.
3. Customer commitment has remarkably positive influence on customer trust.
4. Customer trust has remarkably positive influence on customer loyalty.
5. Customer commitment has remarkably positive influence on customer loyalty.
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