| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 103 === The concept of customer management has been popular for years, but most of the research is applying to finance. The main purpose of this research is using the concept of customer management to compare and analyze the marketing strategy of credit card issuing banks in Taiwan.
Result of the analysis in various indicators, we find that customers in Taiwan have changed their consumption habits after Credit and Cash Card Debt Crisis and Financial Crisis. Customers are not willing to have credit cards as before, which significantly decrease the number of credit cards people hold up. What’s more, people in Taiwan just see credit cards as a mean of payment instead of financial tool. And this change has also influenced revenue structure of banks, making service fee becomes much more important than revolving interest, which was the main way to make money. To improve operating efficiency under this situation, credit card issuing banks need to pay more attention on customer management.
The research uses two of representative indicators in customer management, which are customer acquisition rate and customer loss rate to cross compare and analyze. We can conclude the reasons resulting in changes of two indicators in five leading banks. According to the research, although their strategy is becoming more and more homogeneous, they have totally different performance in customer management. Over all, first, most of credit card issuing banks prefer to focus on high-class customers, however, there are something different between their target customers’ life style. Second, credit card issuing banks seek cooperate companies to provide continuous discounts for customers, which helps banks to attract new customers, approaching customers’ daily life. It’s a smart way to increase customers’ switching costs and keep customers from leaving. Observing what happened with customer management in the long run by perspectives of banks can help banks understand what marketing strategies their competitors used, enabling them to make a better marketing strategy.
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