Factors Governing Customer Satisfaction Levels of Credit Card Customers

Abstract

This paper attempts to find a pattern in the entities that govern satisfaction levels of credit card customers of Indian banks in Kolkata city, thus guiding banks on the orientation of their Relationship Management efforts with regard to the sale of credit cards. A total 135 respondents were surveyed to grade how much they value certain chosen attributes of their credit cards and how far their bank meets their expectations regarding the same. The scores generated were further analysed using Factor Analysis to unearth patterns in the data.The major factors affecting customer satisfaction levels were found to be adequate education on the benefits of holding a credit card, flexibility of the methods of payment of credit dues and updating on credit details, enhanced sense of security during online transactions, the availability of assisting personnel and creating emotional surprise on special occasions.