| dc.description.abstract | With the diversification of financial markets, credit cards have become an indispensable tool for daily transactions. This study aims to explore the factors influencing customers′ motivations for applying for credit cards and choosing banks. Through quantitatively analyzing customers′ motivations for applying for cards, the study further investigates the main factors considered by customers of different backgrounds when selecting a bank. The research methods include surveys and data analysis, targeting credit card holders aged 18 and above. Online questionnaires were distributed through LINE groups, Facebook, and Instagram. A total of 320 questionnaires were collected, with 8 invalid ones removed, resulting in 312 valid responses. The study utilized SPSS Statistics 28.0 for independent sample t-tests, one-way ANOVA, and regression analysis.
The results of the regression analysis indicate that: (1) the importance of customers′ motivations for applying for credit cards positively affects their satisfaction with their current credit cards; (2) the importance of bank selection positively influences their satisfaction with their current banks. Empirical results show that ＂security and risk management＂ ranks highest in both the importance of customers′ motivations for applying for credit cards and bank selection, as well as in the satisfaction with their current credit cards and banks. This highlights customers′ high regard for security in financial transactions. Additionally, while ＂credit card product incentives＂ such as cashback and reward points play a role in attracting new customers, they do not significantly enhance long-term customer satisfaction. ＂Customer service＂ and ＂financial innovation＂ have a certain impact on customers′ selection and usage of banking services, indicating that good customer service and innovative financial products can improve customers′ experiences and satisfaction. Finally, ＂bank brand＂ ranks lowest in the importance of motivations for applying for credit cards, suggesting that customers prioritize specific services and products offered by the bank over the brand′s reputation or recognition.
This study provides valuable insights for banks to better understand customer needs and preferences, aiding them in designing more attractive credit card products and services in a competitive market and formulating more effective marketing strategies for different customer segments. | en_US |