信用卡业务在我国已经发展了三十多年，随着金融市场的不断开放，以及互 联网金融的兴起，传统银行信用卡这一消费信贷渠道的垄断格局已被打破，内外 部竞争环境不断加剧。一方面，新客户的开发越加困难，客户选择更多、要求更 高，更具主动权；另一方面，各大银行过于重视发卡规模的扩张，弱化存量客户 关系管理，从而导致行业内存量客户忠诚度普遍不高的现象。客户是企业发展最 重要的战略资源，要实现利润最大化，持续稳定的客户资源是企业最有力的利润 基础保障，同时也是企业发展的核心竞争力。因此，有效的提高客户忠诚度不仅 可以提升银行的盈利能力，还能为银行拓展更多的市场份额。 中信银行信用卡中心在近几年得到了快速发展，其发卡量、业务以及利润均 具有了一定的规模，客户服务中心在行业内也有了较好的口碑。然而，在激烈的 市场竞争环境下，同样面临着客户忠诚度不高的严峻问题。本文以中信银行信用 卡中心为研究对象，首先，从客户概况以及客户服务基本业务情况对公司客户忠 诚度现状进行全面的数据呈现，同时，结合中信银行信用卡中心内外部环境进行 分析，提出客户忠诚度提升的必要性；其次，通过文献资料查阅以及专家意见收 集的方式，确定了从产品属性、服务质量、顾客忠诚度、技术创新以及银行品牌 形象五个维度进行客户忠诚度调查问卷设计，并将调查问卷表在中信银行信用卡 中心客户中随机发放，共获得 312 份有效样本，通过对样本的有效分析，得出中 信银行信用卡中心在客户忠诚度提升上，应重点关注产品创新、客户服务的效率 提升、技术创新能力提升、品牌认知提升以及客户关怀 5 个方面。最后，根据客 户忠诚度降低的原因分析，提出了优化客户服务体系、制定基于信息技术的闭环 客户经营流程、实施自主创新及合作创新组合策略以及建设客户品牌认知渠道四 个方面的提升策略。 通过对中信银行信用卡中心客户忠诚度的研究，不仅对增强中信银行信用卡 中心的持久发展能力及稳固企业市场竞争力有着积极的促进作用，同时，也对同 业在客户忠诚度提升对策方面提供了有意义的借鉴和参考。 关键词：信用卡，客户关系管理，客户忠诚度，客户流失II RESEARCHONTHECOUNTERMEASUREOF PROMOTINGCUSTOMERLOYALTYINCREDITCARD CENTEROFCITICBANK Abstract Credit card business has developed for more than 30 years in China. With the continuous opening of financial markets and the rise of Internet finance, the monopoly pattern of traditional bank credit cards as a consumer credit channel has been broken, and the internal and external competition environment has been intensified. On the one hand, the development of new customers is more difficult, customers choose more, demand higher and have more initiative; on the other hand, major banks attach too much importance to the expansion of card issuance scale, weakening the management of customer relationship in stock, which leads to the phenomenon that the loyalty of customers in the industry is generally not high. Customer is the most important strategic resource for enterprise development. In order to maximize profits, sustainable and stable customer resources are the strongest guarantee for enterprise profits, and also the core competitiveness of enterprise development. Therefore, the effective improvement of customer loyalty can not only improve the profitability of banks, but also expand more market share for banks. Credit Card Center of CITIC Bank has developed rapidly in recent years. Its card issuance volume, business and profit have a certain scale. Customer service center also has a good reputation in the industry. However, in the fierce market competition environment, it also faces the serious problem of low customer loyalty. This paper takes CITIC Bank Credit Card Center as the research object. Firstly, it presents the current situation of customer loyalty from the customer profile and the basic business of customer service. At the same time, it analyses the internal and external environment of CITIC Bank Credit Card Center, and puts forward the necessity of improving customer loyalty. Secondly, it collects expert opinions through literature review. In this way, customer loyalty questionnaire is designed from five dimensions: product attributes, service quality, customer loyalty, technological innovation andIII bank brand image. Questionnaire forms are randomly distributed among customers of Credit Card Center of CITIC Bank. A total of 312 valid samples are obtained. Through the effective analysis of samples, the customer loyalty of Credit Card Center of CITIC Bank is obtained. In terms of promotion, we should focus on product innovation, customer service efficiency, technological innovation capability, brand awareness and customer care. Finally, according to the analysis of the reasons for the decrease of customer loyalty, four upgrading strategies are put forward: optimizing customer service system, formulating closed-loop customer management process based on information technology, implementing combination strategy of independent innovation and cooperative innovation, and building customer brand awareness channels. Through the research on the customer loyalty of the credit card center of CITIC Bank, not only has a positive role in promoting the lasting development ability of the credit card center of CITIC Bank and stabilizing the market competitiveness of enterprises, but also provides meaningful reference and reference for the countermeasure of improving the customer loyalty of the same industry. Keywords: Credit Card, Customer Relationship Management, Customer Loyalty, Customer LossIV 目 录 中文摘要......................................................................................................I ABSTRACT....................................................................................................II 第一章 引言................................................................................................1 1.1 研究背景与意义............................................................................................ 1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................1 1.2 研究方法与思路............................................................................................ 2 1.2.1 研究方法................................................................................................2 1.2.2 研究思路和技术路线............................................................................3 1.3 研究主要内容................................................................................................ 4 第二章 核心概念与基本理论...................................................................6 2.1 核心概念........................................................................................................ 6 2.1.1 存量客户的定义....................................................................................6 2.1.2 活跃客户的定义....................................................................................6 2.1.3 客户流失的定义及分类........................................................................6 2.2 基本理论........................................................................................................ 7 2.2.1 国内外客户忠诚度研究现状................................................................7 2.2.2 客户忠诚度相关模型............................................................................8 2.2.3 客户忠诚度的分类..............................................................................10 2.2.4 客户忠诚度的作用..............................................................................11 第三章 中信银行信用卡中心客户忠诚度现状.....................................13 3.1 中信银行信用卡中心概况.......................................................................... 13 3.1.1 公司简介..............................................................................................13 3.1.2 组织架构..............................................................................................13V 3.1.3 业务概况..............................................................................................15 3.2 中信银行信用卡中心客户及业务概况...................................................... 15 3.2.1 中信卡中心客户概况..........................................................................15 3.2.2 中信卡中心客户服务基本业务..........................................................19 3.3 中信银行信用卡中心客户忠诚度提升的必要性分析.............................. 21 3.3.1 中信卡中心外部环境分析..................................................................21 3.3.2 中信卡中心内部环境分析..................................................................21 第四章 中信银行信用卡中心客户忠诚度影响因素分析.....................25 4.1 中信银行信用卡中心客户忠诚度调查问卷设计与实施.......................... 25 4.1.1 中信银行信用卡中心客户忠诚度调查维度识别..............................25 4.1.2 中信卡中心客户忠诚度调查问卷设计..............................................30 4.1.3 中信银行信用卡中心客户忠诚度调查问卷统计分析......................31 4.2 中信银行信用卡中心客户忠诚度调查问卷描述统计.............................. 32 4.2.1 中信卡中心客户忠诚度调查的信度和效度分析..............................32 4.2.2 中信卡中心客户忠诚度调查的样本分析..........................................33 4.2.3 中信卡中心客户忠诚度调查的变量统计分析..................................36 4.3 中信银行信用卡中心客户忠诚度降低的原因分析.................................. 38 4.3.1 客户关系管理组织架构不完善..........................................................38 4.3.2 产品及客户服务同质化......................................................................39 4.3.3 缺乏对客户的深度管理......................................................................39 4.3.4 信息技术应用不足..............................................................................40 第五章 中信银行信用卡中心客户忠诚度提升策略.............................41 5.1 优化客户服务体系...................................................................................... 41 5.1.1 公司组织架构调整..............................................................................41 5.1.2 设置客户运营岗位..............................................................................42 5.1.3 完善人员考核办法..............................................................................43VI 5.2 制定基于信息技术的闭环客户经营流程.................................................. 43 5.2.1 制定持续改进的客户营销管理流程..................................................43 5.2.2 制定持续改进的客户流失预警及挽留闭环流程..............................44 5.3 实施自主创新及合作创新组合策略.......................................................... 45 5.3.1 技术创新对存量客户关系管理的促进作用......................................45 5.3.2 技术创新策略......................................................................................45 5.3.3 产品及技术创新能力提升..................................................................46 5.4 建设客户品牌认知渠道.............................................................................. 46 5.4.1 提升客户品牌认知的重要性..............................................................46 5.4.2 多渠道的客户品牌认知......................................................................46 第六章 结论与展望................................................................................. 48 6.1 研究结论及保障措施.................................................................................. 48 6.1.1 研究结论..............................................................................................48 6.1.2 保障措施..............................................................................................49 6.2 展望.............................................................................................................. 50