| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-16页 |
| 1 Introduction | 第16-20页 |
| 1.1 Research Objective and Significance | 第16-18页 |
| 1.2 Main Research Contents | 第18页 |
| 1.3 Main Research Methodology | 第18-20页 |
| 2 literature review | 第20-30页 |
| 2.1 Definition of Customer Loyalty | 第20-22页 |
| 2.2 Research Status of Customer Loyalty | 第22-30页 |
| 2.2.1 Influencing Factors of Customer Loyalty | 第22-27页 |
| 2.2.2 Research Status of Loyalty Enhancement Strategy | 第27-30页 |
| 3 Case Description | 第30-37页 |
| 3.1 Description of the Background | 第30-31页 |
| 3.2 Credit Card Business Development | 第31-33页 |
| 3.3 Status Quo of the Loss of Credit Card Customers | 第33-37页 |
| 3.3.1 Number of the Loss of Customers | 第33-34页 |
| 3.3.2 Type of Loss | 第34-37页 |
| 4. Case Analysis | 第37-58页 |
| 4.1 Design of Questionnaire | 第37-40页 |
| 4.2 Basic Information of the Sample | 第40-46页 |
| 4.3 Questionnaire statistics | 第46-55页 |
| 4.4 Problems of A Bank’s Credit Card Business | 第55-58页 |
| 4.4.1 Cumbersome Formalities | 第55-56页 |
| 4.4.2 Delay of Solving Customer’s Problems | 第56页 |
| 4.4.3 Security of Credit Card | 第56-57页 |
| 4.4.4 Lack of Core Competitiveness | 第57-58页 |
| 5 The Enhancement Strategy of A Bank’s Credit Card Customer Loyalty | 第58-68页 |
| 5.1 Improving the Convenience of Opening the Card | 第58-59页 |
| 5.2 Improving the Feedback Mechanism of Customer Complaint | 第59-60页 |
| 5.3 Increasing the Safety of Credit Cards | 第60-62页 |
| 5.4 Improving the Core Competitiveness of Credit Card Business | 第62-68页 |
| 5.4.1 Understanding Customer Needs through Customer Stratification | 第62-64页 |
| 5.4.2 Providing Featured Products | 第64-65页 |
| 5.4.3 Providing Differentiated Services | 第65-68页 |
| 6 Conclusion | 第68-72页 |
| Bibliography | 第72-76页 |
| Appendix | 第76-77页 |
