透過人口統計分析與消費者使用信用卡的行為與因素分析自20項服務品質量表題目萃取縮減出服務品質因素構面。研究結果發現:女性、高所得、高學歷、未婚、具穩定收入職業的持卡人會有積極的信用卡使用行為。且持卡人所追求的信用卡利益是以「作業能力與可靠性」、「便利性」、「關懷性」、「保證性」等四個因素構面最為重要。 This study started with the service quality of the credit card business of issuing banks; exploring credit card customers’ consumption habits and the behaviors of using credit card to understand credit card holders’ favors and then able to provide marketing direction advices to the issuing banks. It took general public who are over the age of 20 and have credit cards as the sampling objects; through the degree that consumers value the service quality of issuing banks and the behavior pattern that consumers use credit cards and combined with demographic variables, and then try to understand the using preferences of credit card holders. This study employed convenience sampling, issued a total of 480 questionnaires, a total of 364 valid samples were received in return, the response rate of valid samples was 75.83% and conducted data analysis by SPSS statistical software.
The main data analysis methods that employed to conduct analysis are descriptive statistic and factor analysis.Curtailed and extracted the factor dimensions of service quality from demographic analysis, the behavior that consumers use credit cards and factors that analyzed from the scale that had 20 service quality items.
