;In Taiwan credit card market, it is a well-known situation that more than half of credit cards have not been used and/or in an inactive mode after being issued. Such situation, combined with the severity of card debt and card slave problems, has sent a warning signal to credit card issue banks. They are fully aware that gaining more shares from card issue market is no longer a desirable strategy because higher card penetration rate does not mean higher transaction revenue brought back to the banks. Also, when the needs of card holders’ get more diversified
nowadays, standardized credit card products with no differentiated features/benefits are losing attractiveness to consumers. Customer-centric concept is now well-accepted and people are willing to pay premium for products with personalized features. That makes credit card issue banks believe that, if they can create customized credit card products for different segments
and audiences, they can invent a new “blue ocean”. And thanks to technology innovation, it is no longer a mission impossible for card issue banks to do. However, the question needs to be answered now is: “What kind of customized features/functions are card holders looking for?”
As such, the main purpose of this thesis is to have a deep understanding of customers’ credit card preference and their interests/needs on customization. This research was conducted by 187 effective questionnaires and then analyzed by different statistic approaches, including 1)
descriptive statistics, 2) chi-square test of independence, 3) correspondence analysis, 4) cluster
analysis, and 5) MANOVA.
This research is supposed to provide valuable consumer insights and perspectives in terms of credit card customization. Also, credit card issue banks can benefit from this research to help them launch right credit card products/features to right target audiences. With more and more customized cards available in the market, it could effectively increase the frequency of card usage and loyalty of card holders, which, till the end, will bring in more transaction revenue back to card issue banks to create a win-win situation to the entire credit card industry.