Title: Switching behaviour and marketing strategy in credit card business

Authors: Jou-Ying Tseng, Shinn-Liang Liu

Addresses: Graduate Institute of Management, Dean, Office of Research and Development, National Ilan University (NIU), Taiwan. ' Graduate Institute of Management, National Ilan University (NIU), Taiwan

Abstract: The purpose of this paper is to develop and illustrate an approach for analysing brand switching behaviour for cardholders. The authors provide an approach to find brand switching for cardholders and the important factors and adjusting strategies and tactics for maximising customer equity. The application of empirical data, collected on the credit-card market data in Taiwan, the authors envisage, is a potentially potent marketing strategy. The results which concern long-term growth are based on customer equity, making strategic marketing decisions or designing loyalty programmes, and also contribute to decrease of customer defection and increase in customer loyalty.

Keywords: brand switching; customer equity; marketing strategy; switching behaviour; credit card business; customer relationship management; CRM; customer defection; customer loyalty.

DOI: 10.1504/IJECRM.2007.014426

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.1, pp.61 - 74

Published online: 05 Jul 2007 *

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