Using Relationship Norms to Create Appropriate Relationship Value: Evidence From the Credit Card Industry

摘要

In recent years, as credit cards have emerged into competitive markets, many credit card companies have turned to customer relationship management. This study used the concept of customer relationship management to investigate cause and effect among relationship norms, relationship benefit, and relationship value. The sampling population was taken from customers living in Taipei who use credit cards to pay bills. In January 2010, 500 questionnaires were mailed to customers; 401 were returned. A total of 371 valid questionnaires were obtained for analysis. Thus, the effective rate of response was 74%. The empirical results suggest that the main route for building relationships will be by means of encouraging solidarity, which affects functional value via confidence benefits. The managerial implications of this study can point to appropriate strategies for credit card companies in developing and executing their customer service activities more efficiently.