| Summary: | 碩士 === 朝陽科技大學 === 財務金融系碩士班 === 100 === As consumer habits change, the credit card has become one of the consumers the most convenient payment tool. The issuing bank becomes saturated credit card market place, customer satisfaction and service quality, customer loyalty, marketing strategy has become the most important topics of the issuing bank. Relevant literature and questionnaires empirical results of this study to investigate the correlation between customer satisfaction and service quality, customer loyalty, marketing strategy and market share, the Greater Taichung area have a credit card customer questionnaires object, were distributed 402 questionnaires, valid questionnaires of 360 copies of the statistical methods of analysis of variance and chi-square test analysis. The empirical results are as follows: customer satisfaction and service quality has a positive impact on customer loyalty; marketing strategies have a positive impact on customer loyalty; marketing strategies have a positive impact on customer satisfaction and service quality; customer satisfaction and service quality has a positive impact on market share; customer loyalty has a positive impact on market share; marketing strategy have a positive impact on market share.
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