我国商业银行信用卡顾客忠诚影响因素研究

在理论研究的基础上，构建了我国商业银行信用卡顾客忠诚形成的影响因素假设模型，并采用实证的方法，运用SPSS统计软件对调查数据进行整理和分析。研究发现：服务质量，顾客信任对信用卡顾客的态度忠诚和行为忠诚是正相关关系，转换成本与信用卡顾客的行为忠诚是正相关关系，而与顾客的态度忠诚是负相关关系。

Research into the Influential Factors of Consumer Loyalty to Credit Card Service in Commercial Banks in China

Based on the review of the previous theoretical researches,the author has built a conceptual model about the influential factors of consumer loyalty to credit card service in China. Through empirical research and the analysis of data with SPSS software, conclusions are obvious：service quality and customer trust have a positive and significant influence on attitudinal loyalty, while switching costs have a negative influence on attitudinal loyalty; and service quality, customer trust and switching costs have a positive and significant influence on customer behavior loyalty, in which service quality affects most and customer trust affects least