An Empirical Study on Planning the New-type Credit Card Service for Bank: The Case of Chinatrust Commercial Bank

• Main Authors: Chih-Hsiang Huang, 黃至祥
• Other Authors: Yow-Mow Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/47532373366184757743

碩士 === 東海大學 === 企業管理學系碩士班 === 97 === Credit Card belongs to the kind of value-added marketing. The additive value of credit cad is an important marketing implement. Especially, after the credit card market get into maturity stage, what banks can do is developing new service function continuously and improve service quality to promote customers’ desire of using credit card. Under this context, this research is based on Seven Tools for New Product Planning method to explore superior CTCB credit card service. The whole research process includes the interview investigation, opinions survey and factor analysis in first stage, and there are three key factors are established in this stage, which are safe and convenience using mechanism, diverse premium measure, and customer-oriented Accessorial service. In the second stage, five key ideas are acquired via idea stimulating and selecting method. The conjoint card’s attribute and level are developed upon these five ideas. Then, conjoint analysis is carried out upon the conjoint card. Based on the results of conjoint analysis, banks must master five key attributes in the credit card service development: repayments flexibility, payment convenience, encryption mechanism, premium versatility and information conformability. In addition, the best combination of credit card service is: credit card that links with user deposit: the account deposit are more, repayments period is longer, electronic credit card that demonstrates credit remaining sum immediately, induction system of fingerprint identifying, users can choose rights and interests attached to the credit card by themselves, users can check information related to account and premium with cell phone.