少数民族地区商业银行信用卡顾客满意度影响因素研究——以新疆地区为例

Study on Customer Satisfaction of Commercial Bank Credit Card in Minority Areas

信用卡作为重要的现代金融产品,在经济发达地区得到广泛应用,少数民族地区信用卡研发和销售要依据顾客的需求设计信用卡产品及服务特性以便提高顾客满意度.运用KANO模型,并结合新疆地区消费者需求分析,可以梳理出影响顾客满意度的信用卡产品的特性.通过实证分析,对信用卡产品的特性进行了顾客需求分类,得到了各分类需求影响顾客满意度的重要程度.研究结果表明,"信用卡安全性"、"使用信用卡的广泛性"、"银行员工的竞争力"是影响新疆地区商业银行信用卡顾客满意度的重要因素,针对不同民族和地区的顾客提供差别化的服务,开发多样化的信用卡产品对提高顾客满意度有促进作用.

As an important modern financial product, credit card is widely applied in developed areas and it＇s features should be designed by customers＇ requirements in the minority regions to improve customer satisfaction. In this paper, combining with Xinjiang region consumer demand, product features get classified by KAN0 model. Through empirical analysis, classified customer demands for credit card features and get importance of the demands. Results show that ＂the card security＂ , ＂universality of credit card＂ , ＂the competitiveness of bank employee＂ is the key factors to influence Xinjiang region credit card customers＇ satisfaction. Providing differentiated services and developing diversified credit card product can improve customer satisfaction.