The Antecedents and Outcomes of Credit-Card Identification.

• Main Authors: Hung, Hsiao-Yu, 洪曉妤
• Other Authors: Yang, Yun-Hsiou
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/86082081990043499084

碩士 === 國立臺北大學 === 企業管理學系 === 102 === In recent years, credit card market in Taiwan has grown into maturity. For credit card companies, they need to maintain a good relationship with old customers (card holders) while building new customer base. This paper use relationship marketing literature, qualitative interview and quantitative analyze to investigate the formation process of customer loyalty from the view of identification. The critical factors in this process are perceived value, trust, consumer-card identification and loyalty. These factors are classified into three stages, first is the cognition stage, second is the affect stage, and the last one is the conation stage. The author also assumed there is disturbing effect between consumer-card identification and customer loyalty. The outcome of this paper has significant managerial implications.