《基于顾客满意度视角的交通银行信用卡柳州区域营销策略研究》由会员分享，可在线阅读，更多相关《基于顾客满意度视角的交通银行信用卡柳州区域营销策略研究（43页珍藏版）》请在金锄头文库上搜索。
1、 1 1.1 1.1.1 195120123.31201116.0%, 1.1.2 2004201330002 1.2 1.2.1 1 19191926Leverett SLyon14P4P(Product)(Place)(Price)(Promotion)220703804P4 20904P2090(Don E.Schultz)4RS5904PS3 6PS10PS4PS4PS1990(Lauterborn)4Cs4Ps6.2 Cardozo(1965)7Oliver19978 Verhoef (2003)93 205080,10(2000),11(DavH.Buzzen)(2002),12
2、(2004),(Visa)(Maste:Card)131.2.2 1 19491949-19784 1994144P4C4R4V2 1998(2000)15(2002)16(2003)172005182010GMECSICSIUSRELPLSCSI19(2013),20 . 3 (2004)21(2004)5 22(2003)23(2009)24200325(2004),26 (2006)271.3 1.3.1 6 12SPSS 3PESTSWOT454P4C1.3.2 123SPSSSWOT7 1.4 1.1 1.1 8 2.1 19952020118.92%VISA2862.1.1 122
3、.1.2 20089 1062.2 2.2.1 2.2.2 302.2.3 10 2.2.4 2.2.5 2.2.6 2.3 2.3.1 1965CardozoOliver(1997)292.3.2 1Oliver (1980)/11 30Swan Trawick 1981Churchill Surprenant 3150 18 2 7 XX2014.12014.2.30028925889.27% 1512345 X1X2X3X4X5X6X7X8X9X10X11X12X13X14X1512 X16X17X18 3222.2 22 N=258) 115 44.57% 143 55.43% 222
4、5 25 9.69% 2630 138 53.49% 3140 60 23.26% 4050 20 7.75% 50 15 5.81% 86 33.33% 98 37.98% 60 23.26% 14 5.43% 12 4.65% 50 19.38% 118 45.74% 78 30.23% 2000 35 13.57% 2001-3000 45 17.44% 3001-4000 80 31.00% 4001-5000 60 23.26% 5000 38 14.73% 4 35L.J.Cronbach13 Cronbach.Sa,a0.6,Validity36SPSS19.O2.3 2-3 C
5、ronbach.Sa0.70.6Cronban A X1 .857 0.732 X2 .768 B X3 .642 0.702 X4 .643 X5 .729 C X6 .810 0.716 X7 .773 D X8 .658 0.724 X9 .734 X10 .663 E X11 .669 0.718 X12 .603 X13 .695 F X14 .652 0.727 X15 .728 X16 .668 G X17 .788 0.723 X18 .800 14 5 C.E.37KMOBartlett.s382.4 2-4 KMO KMO and Bartletts Test KMO0.8
6、04,0.7,Bartlett849.609,Barlett 0.000,0.05. 18739SPSS19.0182.5 Kaiser-Meyer-Olkin Bartlett df Sig .804 849.609 153 .000 15 2-5 1 2 3 4 5 6 7 X1 .142 .094 .053 .029 .081 .071 .902 X2 .265 .170 .044 .320 .183 .140 .715 X3 .196 .181 .010 .667 .301 .165 .089 X4 .165 -.053 .075 .776 .048 .016 .044 X5 -.07
7、5 .221 .089 .801 .044 .084 .123 X6 .090 .063 .016 .065 .026 .889 .056 X7 .158 .169 .158 .148 .215 .781 .126 X8 .166 .186 .717 -.001 .246 .120 .083 X9 .291 .008 .799 .098 .023 -.018 .041 X10 -.021 .052 .805 .074 -.041 .067 -.003 X11 .739 .277 .157 .084 .006 .107 .049 X12 .695 -.077 .111 .115 .179 .19
8、1 .139 X13 .749 .228 .147 .078 .118 -.002 .202 X14 .360 .691 .027 .041 .036 .011 .205 X15 .100 .822 .149 .134 .010 .024 .047 X16 .016 .745 .044 .109 .213 .227 .042 X17 .178 .104 -.033 .208 .828 .123 .000 X18 .065 .100 .200 .070 .823 .084 .236 X13 X11 X120.749, 0.739 0.695182.52.6 2-6 1 2 3 4 5 6 7 X
9、13 .749 .228 .147 .078 .118 -.002 .202 X11 .739 .277 .157 .084 .006 .107 .049 X12 .695 -.077 .111 .115 .179 .191 .139 X15 .100 .822 .149 .134 .010 .024 .047 X16 .016 .745 .044 .109 .213 .227 .042 X14 .360 .691 .027 .041 .036 .011 .205 X10 -.021 .052 .805 .074 -.041 .067 -.003 X9 .291 .008 .799 .098
10、.023 -.018 .041 X8 .166 .186 .717 -.001 .246 .120 .083 X5 -.075 .221 .089 .801 .044 .084 .123 X4 .165 -.053 .075 .776 .048 .016 .044 X3 .196 .181 .010 .667 .301 .165 .089 X17 .178 .104 -.033 .208 .828 .123 .000 X18 .065 .100 .200 .070 .823 .084 .236 X6 .090 .063 .016 .065 .026 .889 .056 X7 .158 .169
11、 .158 .148 .215 .781 .126 X2 .265 .170 .044 .320 .183 .140 .715 X1 .142 .094 .053 .029 .081 .071 .902 16 1872.7 2-7 7 X13 X13Personnel X11 X11X12 X12X15 X15Info-serv X16 X16X14 X14X10 X10Char-inno X9 X9X8 X8X5 X5Convenience X4 X4 X3 X3 X17 X17Credit-lim X18 X18X6 X6Cost X7 X7X2 X2 Safety X1 X1 17 6A
12、nderson 32POS3318 34500200019 6 2-62-7 Y= C+ 1 Personnel+ 2Info-serv+3 Char-inno+4Convenience +5Credit-lim +6 Cost+7 Safety + YC123456 7PersonnelInfo-servChar-inno ConvenienceCredit-limCostSafety2.8 2-8 b R R R Durbin-Watson 1 .855a 0.731 0.718 4.4 1.561 a. : (), A7, A4 , A1, A3, A6, A5, A2 b. Y R=0
13、.85R=0.731R=0.718S=4.4 2-9 t Sig B Beta 1 16.549 2.011 8.23 0 A1 1.575 0.518 0.164 3.038 0.003 A2 2.839 0.629 0.271 4.514 0 A3 2.424 0.518 0.257 4.678 0 A4 1.31 0.557 0.117 2.352 0.02 A5 0.856 0.556 0.082 1.539 0.126 A6 0.67 0.564 0.063 1.187 0.237 20 A7 2.891 0.493 0.326 5.868 0 a.Dependent Variabl
14、e: Y=16.549+1.575A1+2.839A2+2.424A3+1.31A4+0.856A5+0.67A6+2.891A7 + 2-9 -A7-A2,-A3,-A1-A4-A5-A6 -2.10 2-10 1.575 2.8815 2.839 3.5175 2.424 2.8835 1.31 1.9736 0.856 2.0394 0.67 2.0888 2.891 3.6343 2.102.11 21 2.11 22 3.1 3.1.1 2002200320046,565 2009,402009114123 422004103.1.2 GDP2003100020082011 2013
15、4324 2009100443.1.3 10POS453.1.4 25 ATMPOS 46473.2 3.2.1 $APPEALS8$-PriceA-AvailabilityP-PackagingP-PerformanceE-Easy to useA-AssurancesL-Life cycle of costS-Social acceptance25880%88%82%85%81%88%90%3.2.2 : 26 ,48,3.2.3 SWOT 3.3 SWOT SWOTSWOT-Strength-Weakness-Opportunity-ThreatSWOT4927 3.3.1 1Y-powerY-POWER50051056502PDA, 35020055200410201020030004528 3.3.2 1YPOWER150020117150.72%/3612243 23,429 50%30%, 5ATM6PDA3.3.3 120132012,3.31201310051230 321PDA45 3.3.4 (1),646.58% 2,52(3)4531 SWOT3.13.2 3-1 T O 1. 2. 3. 4. 5. 1.2.3. 4. 5. S W 1. 2
