受到網路購物盛行及政府大力推廣電子支付的潮流之下，近幾年的信用卡市場也更加地蓬勃發展，無論是在流通卡數或是簽帳金額方面都有顯著的成長。對於發卡銀行來說，除了手續費收入之外，客戶刷卡消費所提供的資訊也是寶貴的資產，能使其提供更客製化的服務與更精準的行銷。因此，各家發卡銀行無不希望在競爭激烈的信用卡產業中保有一定的市占率。然而，在成本效率的考量之下，如何留住既有客戶以增加顧客忠誠的強度，才是其在眾多競爭對手中脫穎而出的關鍵。因此，本研究由消費者的觀點出發，探討發卡銀行的品牌形象、服務品質及促銷活動與顧客忠誠度(包含態度忠誠度及行為忠誠度)的關係，以及上述主要關係可能受到涉入程度(情境因素)的影響。研究方法則採用隨機抽樣之電子問卷調查法，對象為國內20歲以上最近一年內之信用卡持卡人，總共回收307份，有效問卷為302份(回收率為98.3％)。經過SPSS軟體分析後發現，品牌形象、服務品質及促銷活動與態度忠誠度和行為忠誠度皆為正向顯著關係。加入干擾變數後，對於服務品質→態度忠誠度產生顯著地負向影響，對於促銷活動→態度忠誠度及行為忠誠度產生顯著地正向影響。
Affected by the prevalence of online shopping and the government policy of electronic payment, the credit card market has flourished in recent years, with significant growth in both the number of cards in circulation and the amount of transactions.For card-issuing banks, in addition to fee income, the big data of customers' credit card consumption is also a valuable asset, enabling them to provide more excellent service and accurate marketing to the customers. Therefore, card-issuing banks all want to maintain a certain market share in the highly competitive credit card industry.However, considering cost efficiency, how to retain existing customers and increase customer loyalty is the key to stand out from many competitors, so we expect to find the Relationship among Brand Image, Service Quality and Promotion Activities on Customer Loyalty.We also want to investigate the effect of involvement level as an interference variable on the main relationship.Our research adopted the questionnaire survey method.A random sample survey was conducted.A total of 307 questionnaires were distributed and 302 valid questionnaires were collected (The effective recovery rate was 98.3%).After the samples were collected, they would be analyzed with SPSS software.We can get the conclusions as follows: 1、Brand Image, Service Quality and Promotion Activities all have significantly positive effect on Customer Loyalty.2、Involvement Level has the moderating effect between Service Quality and Attitudinal Loyalty.3、Involvement Level has the moderating effect between Promotion Activities and Customer Loyalty (Including Attitudinal Loyalty and Behavioral Loyalty).
