THE FACTORS AFFECT CREDIT CARD CUSTOMER SATISFACTION AT INDUSTRY AND COMMERCIAL BANK OF CHINA PINGDINGSHAN, CHINA

Abstract

The consuming behavior was getting easier with the convenience of credit card service. The credit card business was increasing and provide more advantages for users. The Industry and Commercial Bank of China PingDingshan(ICBC PDS) is the most rapidly progressing bank in the past years and provides a great credit card service system relatively. The advantages make ICBC PDS improved its service quality and the disadvantage cause the defective service process were investigated in this research. The customer satisfaction of credit card service ICBC PDS will be analyzed with the 7P matrix to identify the dominant factors of customer satisfaction of credit card service in ICBC PDS. Questionnaire is distributed personally to 100 respondents. The research used purposive sampling method with the users of ICBC PDS, Henan province, China as the population. The factor analysis method was used for analyzing the data. The result found one dominant factor named Reliability and Responsiveness of Online Credit Card Service had the significant impact on the customer satisfaction of credit card service in ICBC PDS.