| Summary: | 碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 103 === Credit card is the general tools of consumption for payments. With the concept of
consumption before payment is gradually being accepted. Issuers to develop a variety of
marketing strategies, and actively promote the interests of a variety of additional credit
card. The rapid growth of the credit card portfolio. In recent years, a number of banks in
order to stimulate the credit card business, the introduction of the concept of
tourism-related marketing appeal as additional benefits. In this study, from the consumer
point of intent to explore consumer preferences tend to travel additional benefits.
Individual consumers to know whether the basic variables affect the interests of tourism
additional preference tendencies. Finally, we discuss the use of consumer preferences tend
to travel additional benefits affect the willingness to use the credit card again. Period for
issuing banks can measure the cost, while also taking into account customer needs, as a
marketing strategy to promote the follow-up credit card reference. In this study, in
Taichung Airport to facilitate non-random sampling questionnaire. A total of 252 valid
questionnaires were recovered later, after a statistical analysis found the following four
conclusions.
The credit card holders variables of different backgrounds, on their tour additional
benefits that some significant differences in preferences, their marital status, in
addition to variables outside occupation are additional benefits for tourism
preferences have a significant impact on the statistics standards.
Credit card holders of different backgrounds variables, then there is a significant
difference in the use of some of the wishes, marital status and occupation in the credit
card, and does not affect the willingness to use the credit card again.
Additional benefits of credit card holders, and credit cards （including tourism
additional benefits） then there is a significant association between the use of the will.
The basic variables of interest on a credit card attached differences situations, after a
joint analysis found that gender, education, personal income, fly purpose, credit rating,
number of sheets card, credit card spending, as well as tourism, will Airport transfers
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affecting peripheral parking concessions, airport lounge access, as well as the
cumulative number of other additional benefits Mileage preferences.
Finally, based on the empirical results of this study, presented four practical
suggestions are as follows.
In addition to issuing the industry to think about how to develop a reasonable reward
Mileage conversion plan, but still need to provide access to and from the airport and
delivery of services as marketing their focus, the strategic planning and arrangements
to meet consumer preferences, increasing its credit cards in the market
competitiveness.
The current level of service and hospitality lounges conditions vary, this situation may
cause psychological gap expected consumer use, thereby reducing the preference for
VIP (especially women than men are reluctant to use airport lounges). Therefore, all
airport lounges should pay attention to the quality of services delivered and whether it
can achieve consistency with the customer's expectations.
On the importance of the parking concessions, significantly lower than the female
passenger male passenger. Platinum card than other cards do not pay more attention to
parking concessions. This shows that the higher the level of women's credit card, and
out of the airport parking demand accounted for fewer parts. Of course, part of the
pick-up machine will be more strong demand. For the sake of promotion of the ethnic
preferences, credit card issuing bank cannot design in a variety of different additional
benefits.
The most commonly used multi-platinum card for business travelers who fly high
frequency, because of the unique nature of consumer behavior and therefore the most
important incentive travel benefits for mileage accumulation. Based on the above
preferences and needs, the bank's marketing strategy should strengthen incentives
Mileage Award Scheme, emphasizing the difference between competitors,
highlighting the advantages and characteristics of self to maintain existing customers
and attract new members to join.
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