Credit scoring and marketing strategy

• Main Authors: C.Y Hung, 洪哲裕
• Other Authors: R.J Chuang
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/45104606941012947616

碩士 === 輔仁大學 === 應用統計學研究所 === 86 === ABSTRACT Credit scoring is a scientific rating approach to determining which applicants are granted credit. In Taiwan, the amount of outstanding credit has increased rapidly in last 10 years, the financial institutions and other credit-grantors have had to develop efficient and sophisticated tools for controlling the granting and monitoring of such credit. This paper considers (1) the general perception to trace the consumers'' attribution, (2) the reasons of not having credit cards to target marketing sources, (3) the consideration for applying new credit cards to forecast activity level in the future and (4) to develop an objective credit scoring. The investigation also includes questions of the degrees of satisfaction for cardholders and their consuming activities and patterns. We study the graduate students of Fu Jen university as the base of our sampling population. In our study, we found the three most significant considerations for credit-card consumer are the amounts of membership fee, the convenience of ways of payment and the credit-line for cardholders, in terms, these can be used as conditions to manage portfolio of marketing strategies. We also used discriminant analysis and logistic regression to identify performance(creditworthiness) categories based on the factors of the abilities and willingness of repayments from credit applicants.