글로벌 신용카드 브랜드 자산에 따른 신용카드 선택과 만족에 관한 연구

• 영문명: The Influence of Global Credit Card Brand Equity on Credit Card Selection and User Satisfaction
• 발행기관: 한국무역연구원
• 저자명: 연제은(Je-Eun Yeon) 송기석(Gee-Seok Song) 하대용(Dae-Yong Ha)
• 간행물 정보: 『무역연구』제12권 제4호, 567~574쪽, 전체 8쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.08.30

영문 초록

This study focused on determining the influence of credit card on brand equity on credit card selection and user satisfaction. Pact literature which involved the conduct of theoretical studies have identified content related to brand equity elements and through selection, the use of credit cards. Based on basic theory, research models and hypotheses were developed. According to the research, brand awareness, brand loyalty and brand association with brand equity elements influence the selection of credit card brand. Perceived quality and brand associations influence the service selection. while credit card brand selection and service selection affect credit card satisfaction. Findings also reveal that overall brand equity affects credit card satisfaction. Credit card marketing needs a strategy to enhance brand equity through brand loyalty and brand awareness. The development of a unique brand association is necessary in order to improve the selection of a credit card service. Complementing the credit card service would allow the achievement of marketing objectives of the credit card company

키워드

Brand Equity Brand Equity Selection Credit Card Satisfaction