| dc.description.abstract | With the alleviation of the credit card and cash card debt tsunami in Taiwan, domestic banks have been considering if they can provider better service method, in additional to the traditional strategy of encouraging issue amount, to increase credit card customers’ usage frequency and loyalty. In the mean time, the convenience of the Internet has become an important channel for service providing.
Credit card bonus point plan is one of the methods that banks use for maintaining customer loyalty. The more a customer can accumulate the bonus points of a credit card and claim the bonus, the more frequent the credit card should be used. The maturity of online shopping environment and customers’ increasing acceptance of online shopping both trigger banks to think the possibility of operating in-house shopping websites, through which mail-order service could be connected with on-line shopping. Domestic banks have built such Internet shopping malls of combing bonus claim, mail-ordering, and online shopping one after another. By providing credit card holders more convenient service, the banks enhance their competitivness.
This research discusses the development and application of bonus point plan and mail-ordering transaction, explains the process of their application on credit card service, and also illustrates how the bonus plan influences customers’ loyalty. Then, the background and process of the case bank for operating bonus shopping mall is discussed. The performance and cost benefit analysis of the system is analyzed after going live. Since both qualitative and quantitative analyses are included, the results of the research provide a valuable reference and basis for comparison for other banks that would like to operate a similar system in the future.
This research also illustrates that two constrains should be taken into account: the integration between system and operation, and difference in bank scale and customer groups. A suggestion of the future system is proposed in the end.
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