The Preferences and Reusing Intention of Travel Additional Benefits on Credit Card

• Main Authors: Shih Kai,Lin, 林士凱
• Other Authors: Ming Ching,Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/68140714686395016168

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 V 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.