An analysis of credit card holders’ mail loan behavior– take a case bank for example
|關鍵字:||通信貸款;消費者行為;卡方分析;mail loan;comsumer behavior;Chi-Square test|
1.不同職位或社會地位成熟度的持卡人，其申請通信貸款的動機亦有所差異，建議後續實務行銷上可針對信用卡持卡人不同人生階段，進行通信貸款需求時機研究，並輔以Event based marketing 方式以求最大行銷效果
Since 1991, our goverment permitted private banks to enter the financial market,banking business then become quite diversity and the competition between banks become intense.Banks start to develop or bring in many kinds of additional functions.Mail loan is one of these additional functions,and it become the most profitable business of credit card.Thus, to understand cardholders’ willingness of using it is every banks’ key job.But unfortunately, in Taiwan’s academic world, there are almost non studies on this topic.So this study base on theories of consumer behavior to sort out the factors that may affect card holders’mail loan behavior ,then use the Chi-Square test to exame what variables are significant ones.The result and suggestion are as following: 1.With different positions and social levels, card holders have different motivations of applying mail loan. So here suggests when exercise in pratical marketing , a further analysis on the relation between credit card holders’ life stage and the timing of funds demending , and a designing of event-based marketing mechanism ,may help banks to gain greatest effect. 2.There are no significant association between demographics and information sources.This may due to that the banks or credit card companies always use certain channels to promote mail loan,such as statement insert or statement envelop,so the card holders can’t get mail loan information from any other different place.So here suggests that when exercise in pratical marketing,banks can test new promotion channels , such as PR , IVR or inbound sales. 3.With different educations, occupations and income levels, card holders have different view to evaluate mail loan. And with different gender and marital status, card holders have different preference of credit line;with different positions,card holders have different acceptance levels of interest rates. Thus here suggests that when exercise in pratical marketing,banks should do further analysis and design different packages for different targets.