A Case Study of the Key Successful Factors in the Credit Card Business - The Shanghai Commercial & Savings Bank, Ltd.

• Main Author: Lkhagvatseren
• Other Authors: Day-Yang Liu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/75950335298178605300

碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === ABSTRACT Credit card is very important and suitable payment tool in our modern world. The credit card gives us great benefits to customers and merchants not provided by other payment tools and profit opportunities to banks. Recently, the rapid growth of technological development has been brought a different view and more competition to the banking sector, especially in electronic banking. The strategy of the banking business is reshaped in competitive environment and electronic banking became a key business for gaining competence in banking sector in order to meet customer’s needs. While credit cards have been flourishing in many ways, customer’s behavior and thinking patterns are changed fast. Understanding of the key successful factors is core important concept of the any kinds of business. By defining the key successful factors on credit card business, issuers have more opportunities to create substantive strategy plans and gain profits on efficiency way. The purpose of this research was to identify the key successful factors in the credit card business as well as study of the Shanghai Commercial & Savings bank in Taiwan. A qualitative methodology was used in this research in order to collect primary data from an interview and secondary data from the author’s literature review. The results of the study indicated that the key successful factors that were very important in influencing customer’s usage of credit card are right business strategy plan, innovative technological products, marketing advertisement and incentives. For one thing, banks and credit card companies should define their target market and then based on this, need to investigate customer’s needs.