Chapter 2
第2章
LITERATURE REVIEW
文献综述
2.1 Introduction
2.1简介
This chapter is a general review of current literature on the core variables used for this study. It aims to set a theoretical framework that will be developed on research hypotheses. The chapter begins by examining the SERVQUAL model, customer satisfaction theory, customer loyalty theory, and their relationship with service quality in customer behavior.
本章是对本研究核心变量的当前文献的一般综述。它旨在设定将在研究假设上开发的理论框架。本章首先检查SERVQUAL模型，客户满意度理论，客户忠诚度理论及其与服务质量在客户行为中的关系。
The latter part of the chapter deals with how the five dimensions of the SERVQUAL model meet customer satisfaction, thus affecting credit card renewal behavior, especially in the competitive milieu of Malaysia's credit card market. It emphasizes the need for integrating service quality improvement with customer satisfaction strategies to achieve greater customer loyalty. With the analytical expertise of the SERVQUAL model and the theoretical development of customer satisfaction theory, service quality affects customer satisfaction, which in turn determines credit card renewal, this research sets forth this dynamic relationship and delineates actionable strategies for building long-term customer loyalty.
本章的后半部分介绍了ServQual模型的五个维度如何满足客户满意度， THUS会影响信用卡更新行为，尤其是在马来西亚信用卡市场的竞争环境中。它强调需要将服务质量改进与客户满意度策略相结合以实现更高的客户忠诚度。凭借SERVQUAL模型的分析专业知识和客户满意度理论的理论发展，质量质量会影响客户满意度，这反过来决定了信用卡的续订，这项研究阐述了这种动态关系，并描述了建立长期客户忠诚度的可行策略。
Last, in the concluding lines of this chapter, it has highlighted an outline on developing the research model and formulates hypotheses after perusing prior literature. It also establishes an excellent theoretical work background for any subsequent paperwork, emphasizing the significance of SERVQUAL model usage within financial services and its importance in satisfying service quality needs with impactful results.
最后，在本章的总结中，它强调了开发研究模型的大纲，并在仔细研究了先前的文献后提出了假设。它还为任何随后的文书工作建立了出色的理论工作背景，强调了ServQual模型在金融服务中的重要性及其在满足服务质量需求的重要性，并具有有影响力的结果。
2.2 Theoretical Underpinning
2.2理论基础
The critical role of service quality in determining the level of business competitiveness, particularly for service-oriented firms, is long known. As competition increases daily, the service-based industry must meet customers' expectations through superior service quality, with its success heavily reliant on this factor.
服务质量在确定业务竞争力水平（尤其是针对服务的公司）中的关键作用是已知的。随着竞争每天的增加，基于服务的行业必须通过卓越的服务质量来满足客户的期望，并且成功地依赖于这一因素。
This chapter discusses the relationship between service quality, customer satisfaction and credit card renewal behavior in theory and practice. This is achieved using the SERVQUAL model, the theory of customer satisfaction, and the theory of customer loyalty, particularly within the context of credit card renewals.
本章讨论了理论和实践中服务质量，客户满意度和信用卡更新行为之间的关系。这是使用ServQual模型，客户满意度和客户忠诚度理论来实现的，尤其是在信用卡续订的背景下。
2.2.1 Service Quality Theory (SERVQUAL Model)
2.2.1服务质量理论（SERVQUAL模型）
One of the models that has been widely applied in both the assessment and quantification of the difference which occurs between a customer's perception and expectation of quality of service is the SERVQUAL model, which was developed by Parasuraman et al. (1985). This model is based on the idea that the quality of service depends upon the difference between customers' expectations and their actual perceived experience(Aghdaie & Faghani, 2012). It is through this incidence of disparity that companies are able to detect certain deficiencies in their services and develop ways in which to work toward bettering customer satisfaction and loyalty.
在客户的感知和对服务质量期望之间发生的差异评估和量化中，已广泛应用的模型之一是ServQual模型，该模型是由Parasuraman等人开发的。 （1985）。该模型基于这样的想法，即服务质量取决于客户的期望与他们实际感知的经验之间的差异（Aghdaie＆Faghani，2012年）。正是由于这种差异的发生率，公司能够检测到服务中的某些缺陷，并开发努力提高客户满意度和忠诚度的方式。
This model is being widely applied to various service industries such as finance, health, tourism, and retail. It becomes one of the conceptual frameworks and tools in action within service quality management practice.
该模型已广泛应用于金融，健康，旅游业和零售等各种服务行业。它成为服务质量管理实践中的概念框架和工具之一。
The SERVQUAL model states that there are five important dimensions of influence on customers' experiences and, in turn, affecting customer satisfaction and loyalty.
ServQual模型指出，对客户的体验有五个重要的影响，进而影响客户满意度和忠诚度。
Tangible: This dimension refers to the 'tangibility' or concrete evidence of a service, like how clean the equipment is and where the staff and service are situated. The initial impressions one gets of the service provided could be influenced by tangible evidence. Hence, positive impressions through views would be able to boost one's perception in receiving quality services. Examples include the interior of a hotel, the space and cleanliness in a restaurant's lobby, or the comfort of an airplane seat.
切实：此维度是指服务的“有形”或具体的证据，例如设备的清洁程度以及员工和服务的位置。提供的服务的最初印象可能会受到切实证据的影响。因此，通过观点的积极印象将能够增强人们在接受质量服务方面的看法。例子包括酒店的内部，餐厅大厅的空间和清洁度，或飞机座椅的舒适性。
Reliability: Reliability is that the service provider is able to deliver what is promised; such things include service accuracy, speed, and the time taken while providing the same. It presents a reason for being able to believe in the services and is a very close thing with customer experience and loyalty. Examples of the above reliable kind of service delivery include the sending of courier service on time as well as an instant transfer of bank money in an on-time fashion.
可靠性：可靠性是服务提供商能够交付所承诺的内容；这样的事情包括服务的准确性，速度以及提供相同的时间所花费的时间。它提出了能够相信服务的原因，并且对客户体验和忠诚度非常紧密。上述可靠的服务交付的示例包括按时发送快递服务以及以按时运行方式转移银行货币。
Responsiveness: The term refers to the ability of the service personnel to respond to the needs of the customers in time and even in advance. This would include the effectiveness of problem-solving procedures and maintaining a friendly attitude towards customers, which would thus determine the commitment of the organization to customer satisfaction and its scope for significant improvement in this regard. For instance, the customer service officers are supposed to respond to customer issues on time.
响应能力：该术语是指服务人员在及时甚至提前响应客户需求的能力。这将包括解决问题程序的有效性以及对客户保持友好的态度，因此，这将决定组织对客户满意度的承诺及其在这方面进行重大改善的范围。例如，客户服务人员应该按时回应客户问题。
Empathy: Service provider understands and cares about the customer. It is a determinant factor in customer satisfaction. Understanding and trying to help as soon as possible, efficient problem-solving, and a positive service attitude on the part of the service provider are some of the manifestations of empathy. The service provider takes an effective perspective of the customer and achieves this by providing timely help. This emphasis highlights the importance of understanding and caring for the customer and providing personal services.
同理心：服务提供商了解和关心客户。这是客户满意度的决定因素。理解并试图尽快提供帮助，有效的解决问题以及服务提供商的积极服务态度是同理心的某些表现。服务提供商有效地了解了客户，并通过及时提供帮助来实现这一目标。这强调了理解和照顾客户并提供个人服务的重要性。
Assurance: This is the term used to depict the competency, courtesy, and trustworthiness of the service providers along with the promises guaranteed to their consumers. For example, law firms depict competency and skills whereas bank clerks reflect courtesy.
保证：这是用来描述服务提供商的能力，礼貌和可信度的术语，以及保证其消费者的承诺。例如，律师事务所描述了能力和技能，而银行文员则反映了礼貌。
The SERVQUAL model is one of the most popular service quality assessment instruments that are widely applied in financial services.
ServQual模型是最受欢迎的服务质量评估工具之一，广泛应用于金融服务。
Given the fact that financial services are mainly intangible, technically complex, and strongly dependent on customer-related factors, this assessment directly influences customer satisfaction, customer loyalty, and thus also the competitiveness of financial institutions. The SERVQUAL model, encompassing the tangibility, reliability, responsiveness, empathy, and assurance five tangibles, equips a fully rounded framework where financial institutions could understand the difference between what consumers expect and the reality of their experiences, hence contributing to an amplification of quality service optimization.
鉴于金融服务主要是无形的，技术上复杂的，并且强烈依赖于客户相关的因素，因此该评估直接影响客户满意度，客户忠诚度，从而影响金融机构的竞争力。 ServQual模型涵盖了有形，可靠性，响应能力，同理心和保证五个有形的框架，使一个完全圆形的框架可以理解金融机构可以理解消费者期望与经验的现实之间的区别优化。
In banking service, the banks are also empowered to know which customers are satisfied with the deposit, loan services, and others like transfers. They will be able to enhance the customer experience by enhancing the capability for serving customers, the accuracy of transactions, and quick responsiveness of staff. In credit card services, they will be able to optimize all relevant service processes through customer feedback on billing accuracy, response time to customer service, and transaction security. This will reduce complaints and customer churn.
在银行服务中，银行还有权知道哪些客户对押金，贷款服务以及其他像转账等其他客户感到满意。他们将能够通过增强为客户提供服务的能力，交易的准确性以及员工的快速响应能力来增强客户体验。在信用卡服务中，他们将能够通过客户反馈计费准确性，对客户服务的响应时间和交易安全性来优化所有相关的服务流程。这将减少投诉和客户流失。
It also extends the SERVQUAL model to include quantitative analysis for better judgment of service quality. Through a customer questionnaire, financial institutions can collect data in respect of five dimensions, calculate perceived experience versus expectations gaps, and areas for improvement. Another justification for the existence of the model is its quantification, as it also lays out a basis to monitor changes over time in quality of service on a regular basis and thus have strategic adjustments to the same. Simultaneously, financial institutes can increase assurances and empathy as such, thus further building customer's trust in the brand, generating long-term relationships, and propagating the impact to a wider base through word of mouth.
它还扩展了SERVQUAL模型，以包括定量分析以更好地判断服务质量。通过客户问卷，金融机构可以收集有关五个维度的数据，计算感知的经验与期望差距以及改进领域。该模型存在的另一个理由是其量化，因为它也规定了定期监视随着时间的时间的监视变化的基础，从而对其进行战略调整。同时，金融机构可以增加保证和同理心，从而进一步建立客户对品牌的信任，建立长期关系，并通过口口相传来传播对更广泛的基础的影响。
The SERVQUAL model further supports financial institutions in evaluating the quality of online services to achieve the ideal customer experience when using digital channels. For example, through the use of the model, financial institutions will be able to assess whether a customer is satisfied with the interface design of mobile banking, transactions, and speed response to a problem(Ali & Raza, 2015). From there, the institutions will be able to optimize services such as online payments and credit card account forwarding. Such optimization shall be in regard to digital services that would be more easily accessible and more reliable. In the end, these will attract many more customers into the financial institution and reduce technical attrition.
SERVQUAL模型进一步支持金融机构评估在线服务的质量，以在使用数字渠道时获得理想的客户体验。例如，通过使用模型，金融机构将能够评估客户是否对移动银行，交易的界面设计以及对问题的速度响应感到满意（Ali＆Raza，2015年）。从那里开始，机构将能够优化在线付款和信用卡帐户转发等服务。这种优化应与数字服务有关，这些服务将更容易访问和更可靠。最后，这些将吸引更多客户进入金融机构并减少技术流失。
More than that, the SERVQUAL model has proven to facilitate diversified service delivery strategies by financial institutions. This includes optimizing branch design regarding regional needs or enhancing international service reliability for overseas customers. It can also be used in responding to diverse requirements of various customer segments as well as in building competitiveness in the market.
不仅如此，SERVQUAL模型已被证明可以促进金融机构的多元化服务交付策略。这包括优化有关区域需求的分支设计或增强海外客户的国际服务可靠性。它也可以用于响应各种客户群的不同要求以及在市场上建立竞争力。
2.2.2 Customer Satisfaction Theory
2.2.2客户满意度理论
Expectancy Confirmation Theory is one of the fundamental theories applied in the discipline of marketing. It explains and accounts for customer satisfaction systematically. ECT suggests that a specific level of customer satisfaction is obtained by comparing the actual experience and the prior expectations at the time of experiencing the product or service. In case the actual experience meets or betters, in some ways, the created expectations, then satisfaction is generated; this phenomenon is known as positive reinforcement. On the other hand, if the actual experience fails to meet expectations, then dissatisfaction is caused(Alfadhel, 2025). Thus, the theoretical framework presents a clear and logical pathway to recourse for analyzing customer mechanisms.
预期确认理论是营销学科中应用的基本理论之一。它系统地解释和说明客户满意度。 ECT建议，通过比较体验产品或服务时的实际经验和先前的期望来获得特定的客户满意度。如果实际的经验在某些方面达到或更高，则产生了满意度；这种现象被称为积极加强。另一方面，如果实际经验无法满足期望，则会引起不满（Alfadhel，2025）。因此，理论框架为分析客户机制提供了清晰的逻辑途径。
In the world of banking service, customer expectation is influenced through a combination of factors such as prior service experience, marketing campaigns, word of mouth, and the general service standards prevailing in the business. These influences have a wide impact on most of the basic requirements surrounding banking services in terms of high efficiency in transactions, accuracy, and friendliness in service. The all-inclusive customer experience, therefore, involves numerous direct and indirect interactions with the bank, such as over-the-counter transactions, the use of alternative channels like online and mobile banking, as well as efficient and effective after-sales support. Setting these against expectations highlights a crucial link between service quality and customer satisfaction.
在银行服务的世界中，客户期望受到诸如先前服务经验，营销活动，口口相传以及业务中普通服务标准等因素的结合。这些影响在交易，准确性和服务的高效率方面对围绕银行服务的大多数基本要求产生了广泛的影响。因此，全包客户体验涉及与银行的众多直接和间接互动，例如非处方交易，在线和移动银行（例如在线和移动银行）的使用以及高效有效的售后支持。将这些设置为预期，突出了服务质量和客户满意度之间的关键联系。
The SERVQUAL model is presented in five dimensions.The dimensions give a conceptual framework in judging how the service quality impacts the satisfaction of customers. The tangible dimensions revolve around the facilities and equipment of the bank, clean environment, and the professional image of employees in creating the first impressions among the customers; reliability revolves around the correctness and consistency of various financial services of the bank; responsiveness reveals the bank's prompt response to the needs involved from the customers' side; empathy is about the understanding the bank shows for customers' needs by offering customized services to involved customer groups; and lastly, certainty builds trust for the customers by the staff's skilled professionalism and amiable service, which builds trust and secure feelings in customers.
SERVQUAL模型以五个维度呈现。这些尺寸为判断服务质量如何影响客户满意度提供了一个概念框架。有形的维度围绕银行的设施和设备，清洁环境以及员工在客户之间创造第一印象时的专业形象；可靠性围绕银行各种金融服务的正确性和一致性；响应能力揭示了银行对客户方面涉及的需求的迅速反应；同理心是通过向相关客户群体提供定制的服务来理解银行对客户需求的理解；最后，确定性通过员工的熟练专业精神和和able的服务来建立对客户的信任，从而建立了对客户的信任和安全感。
The application value of expectation amplification theory, in fact, is pretty important for fact-finding research about bank service quality. This theory can not only help banks recognize that the drivers of customer satisfaction are central, so as to retain customers, for example, to promote their renewal behavior.
实际上，期望放大理论的应用值对于有关银行服务质量的事实研究的研究非常重要。该理论不仅可以帮助银行认识到客户满意度的驱动因素是中心的，因此，以保留客户来促进其更新行为。
In conclusion, expectation amplification theory provides a rigorous theoretical framework for studying the relationship between bank service quality and customer satisfaction. Banks can optimize their service quality in the competitive financial market and promote the long-term development of customer relationships by systematically analyzing customers' expectations and their actual experiences.
总之，期望放大理论为研究银行服务质量与客户满意度之间的关系提供了一个严格的理论框架。银行可以通过系统地分析客户的期望及其实际经验来优化其在竞争性金融市场中的服务质量，并促进客户关系的长期发展。
2.2.3 Customer Loyalty Theory
2.2.3客户忠诚度理论
One of the seminal indigenous theoretical frameworks in the marketing and management fields is the theoretical framework of customer loyalty theory, aiming to explain and describe the behavioral and psychological motives behind customers' repeated and continued support for a company, brand, or service. According to Dick and Bass (1994), customer loyalty is a form of behavioral loyalty, which is a combination of the emotional attachment appealed to by a brand and actual purchase decisions.
营销和管理领域中的开创性理论框架之一是客户忠诚度理论的理论框架，旨在解释和描述客户对公司，品牌或服务的重复和持续支持背后的行为和心理动机。根据Dick and Bass（1994）的说法，客户忠诚度是一种行为忠诚度的一种形式，它是品牌和实际购买决策所吸引的情感依恋的一种结合。
It has been proved that loyal customers help the company be financially stable and attract new customers through positive word of mouth (Balsme et al., 2022). Customer loyalty is caused by a combination of several factors; however, the most significant factor is satisfaction. Satisfaction is based on the comparison between the expectations of customers and the service experience. The more the service of the company exceeds the expectations of the customer, the more satisfaction improves and enhances customer loyalty to the company.
已经证明，忠实的客户帮助公司在财务上保持稳定，并通过积极的口口相传（Balsme等，2022）吸引新客户。客户忠诚度是由几个因素组合引起的。但是，最重要的因素是满意度。满意度基于客户期望与服务经验之间的比较。公司的服务越超过客户的期望，满意度就会提高和提高客户对公司的忠诚度。
Besides, customer loyalty is combined with the sense of trust factor. Trust involves the view or impression that customers have of how dependable, secure, and responsible the company seems to be. In the case of financial services, this long-term disposition to keep on patronizing banks or insurance companies refers to the trust of customers in those institutions. At the same time, commitment and value are integral parts of customer loyalty. Commitment is a long-term emotional relationship with the company, and perceived value refers to the customer's subjective assessment of the value of a service or product, including service quality, price reasonableness, and convenience.
此外，客户忠诚度与信任感因素相结合。信任涉及客户对公司的可靠，安全和负责人的看法或印象。就金融服务而言，这种长期的处置是要保留光顾银行或保险公司的意思是指这些机构中客户的信任。同时，承诺和价值是客户忠诚度的组成部分。承诺是与公司的长期情感关系，感知的价值是指客户对服务或产品价值的主观评估，包括服务质量，价格合理性和便利性。
Customer loyalty theory makes a great theoretical contribution to practical banking. By optimizing the quality of the service provided by the bank, every bank should improve customer satisfaction and increase trust in customers as a means to effectively enhance customer loyalty. For instance, it can thereby be shown using this theory with an example illustration that banks cannot meet the exact expectations of potential customers unless certain steps are observed in improving Digital Service Platforms within banks, implementing personalized financial support to customers upon request, and providing prompt responses to needful customers—all these combine to increase faith in banks held by individuals. The primary emphasis of its theory is thereby placed on emotionally based loyalty within customers. The establishing of regular service events for the customers or delivery of tailor-made service solutions based on targeted customer groups establishes a deeper bond with the customer, thereby providing them with strong long-term loyalty.
客户忠诚度理论为实用银行做出了巨大的理论贡献。通过优化银行提供的服务质量，每个银行都应提高客户满意度并提高对客户的信任，以便有效提高客户忠诚度。例如，可以使用该理论显示出一个示例的示例，即银行无法满足潜在客户的确切期望，除非在改善银行内的数字服务平台，应要求向客户实施个性化财务支持并提供及时的及时，并提供及时对有必要的客户的回应 - 所有这些结合在一起，以提高个人对银行的信心。因此，其理论的主要重点放在客户内部基于情感的忠诚度上。基于目标客户群体建立定期服务活动或提供量身定制的服务解决方案，从而与客户建立了更深层次的联系，从而为他们提供了强大的长期忠诚度。
This paper, therefore, tries to develop a theoretical understanding of how the concept of customer loyalty serves as a foundation from which companies may draw knowledge on customer behavior and, meanwhile, gives substantial guidance to identify useful tips to formulate appropriate customer relationship management strategies in practice. Based on this recognition, this paper will argue that, in a service-based industry such as banking, customers lie at the center of long-term profitability. The study further opens the way for banks to gradually improve customer satisfaction, trust and emotional connection by improving service quality, thereby promoting customer behavior.
因此，本文试图对客户忠诚度的概念如何作为基础进行理论理解。实践。基于此认可，本文将争辩说，在银行等基于服务的行业中，客户位于长期盈利能力的中心。这项研究进一步为银行通过提高服务质量而逐渐提高客户满意度，信任和情感联系的方式为促进客户行为开辟了道路。
2.2.4 Relationship between service quality and customer behavior
2.2.4服务质量与客户行为之间的关系
The most crucial determinant of customer behavior is the quality of service. It has been ascertained that service quality determines the satisfaction level of customers and. As a result, loyalty and referral behavior can also be affected by their perception of the service provided. It has been observed that due to the improvement in the quality of services provided by banks to customers, customer satisfaction is increased, which can improve customer credit card renewal behavior. Such scenarios enhance the ability of the customer to sustain long-term relationships with the company. Poor quality of services will result in losing customers.
客户行为的最关键决定因素是服务质量。已经确定服务质量决定了客户的满意度。结果，忠诚度和推荐行为也会受到对所提供服务的看法的影响。已经观察到，由于银行向客户提供的服务质量的提高，客户满意度会提高，这可以改善客户信用卡的更新行为。这种情况增强了客户与公司长期关系的能力。服务质量差将导致失去客户。
The relationship between service quality and customer behavior is multi-dimensional and complex; therefore, analysis and explanation require a systematic theoretical framework. Notable contributions in this regard are the SERVQUAL model and customer satisfaction theory, which provide significant theoretical underpinning in analyzing this multifaceted relationship. The SERVQUAL model, in combination with the idea of customer satisfaction, can be said to be the guiding framework in service management. In practice, this would mean an assessment of the five service areas that would enable an organization to find gaps in the customer experience and identify what needs to be improved to satisfy the customer. An important reality is that service quality is the determining factor that affects customer satisfaction, which in turn affects changes in customer behavior. Both the SERVQUAL model and the issue of customer satisfaction can help financial institutions make the credit services' quality level even better and improve enhanced loyalty among customers.
服务质量与客户行为之间的关系是多维和复杂的；因此，分析和解释需要一个系统的理论框架。在这方面，值得注意的贡献是ServQual模型和客户满意度理论，该理论在分析这种多方面关系时为理论上提供了重要的理论基础。 SERVQUAL模型结合了客户满意度的想法，可以说是服务管理中的指导框架。实际上，这将意味着对五个服务领域的评估，这将使组织能够在客户体验中找到差距，并确定需要改进的东西以满足客户的需求。一个重要的现实是，服务质量是影响客户满意度的决定因素，进而影响客户行为的变化。 ServQual模型和客户满意度的问题都可以帮助金融机构使信贷服务的质量水平更好，并提高客户之间的忠诚度。
Other than responsiveness and security, customer comments can also form the basis of an examination by banks that will help establish weaknesses in service processes for them, thus improving efficiency and reliability. Simultaneously, by offering specialized services to discrete groups of customers, it may create for the service organization a sense of empathy that thereby enhances customer loyalty and brand trust.
除了响应能力和安全性外，客户评论还可以构成银行检查的基础，这些基础将有助于为他们的服务流程建立弱点，从而提高效率和可靠性。同时，通过向离散客户群体提供专业服务，它可能会为服务组织创造一种同情心，从而增强客户忠诚度和品牌信任。
In summary, the quality of service determines the improvement of customer satisfaction, and customer satisfaction has a huge impact on customer credit card renewal behavior. The SERVQUAL model delivers the precise service for the evaluation of quality, but theory related to customer satisfaction reveals the factors and mechanisms at play. By integrating the two theoretical approaches, financial organizations can systematically raise the quality of service and thereby increase the renewal rate of customer relationships, enhance market competitiveness, and improve the long-term stability of customer relationships.
总而言之，服务质量决定了客户满意度的提高，并且客户满意度对客户信用卡更新行为产生了巨大影响。 SERVQUAL模型为评估质量提供精确的服务，但是与客户满意度有关的理论揭示了在发挥作用的因素和机制。通过整合两种理论方法，金融组织可以系统地提高服务质量，从而提高客户关系的更新率，提高市场竞争力并提高客户关系的长期稳定性。
2.3 Service Quality (SERVQUAL model) and Customer Satisfaction
2.3服务质量（SERVQUAL模型）和客户满意度
There is a widespread consensus among scholars that service quality serves as the pathway and prerequisite for achieving customer satisfaction and exerts a significant influence thereon. Law et al. (2022) posited that customer satisfaction has emerged as a crucial indicator for airline company to assess service quality, and simultaneously, enhancing service quality constitutes the key determinant in elevating operator customer satisfaction. Ong et al. (2024) employing the SERVQUAL model to conduct an analysis from the five dimensions of tangibility, reliability, responsiveness, assurance, and empathy, concluded that augmenting the service quality of philippine motorcycle and taxi transport company has a substantial impact on enhancing customer satisfaction and loyalty. Muni's empirical research unearthed that the perceived service quality of railway less-than-carload freight customers has a significantly positive effect on customer satisfaction, with the reliability dimension exerting the greatest influence, followed by responsiveness, empathy, and assurance, while the tangibility dimension has the least impact (Muni et al. 2024). Uzir et al. (2021) pointed out that door-to-door delivery service personnel are directly customer-facing service groups, and their service quality directly affects customer satisfaction. Xu Jianxin et al. discussed the relationship between service quality and customer satisfaction in water supply enterprises, and concluded through data analysis that the security and reliability factors in service quality have a positive impact on customer satisfaction. Denantes & Donoso (2021) contended that service quality represents a critical index affecting customer satisfaction, and the service quality perceived by customers during the consumption process has a positive promotional effect on the ultimate satisfaction. In other words, there exists a positive correlation between service quality and customer satisfaction. Yang et al. (2024) suggested that enterprises can enhance customers' perceived service quality by providing personalized services. Rivero et al. (2023) demonstrated that all five dimensions in the SERVQUAL model are positively correlated with customer satisfaction, and improving service quality can effectively enhance customer satisfaction. Ahmad et al. (2019) optimized and adjusted the SERVQUAL model and conducted research and analysis on the service quality and customer satisfaction of small and medium-sized enterprises (SMSHs). Eventually, they determined that tangibility, responsiveness, and assurance within the model are the key influencing dimensions of SMSHs industry satisfaction and exhibit a positive correlation. Evidently, the majority of scholars concur that there is a significant influence relationship between service quality and customer satisfaction.
学者之间达成了广泛的共识，服务质量是实现客户满意度并在其上产生重大影响的途径和先决条件。 Law等。 （2022）认为，客户满意度已成为航空公司公司评估服务质量的关键指标，同时提高服务质量是提高操作员客户满意度的关键决定因素。 Ong等。 （2024）采用ServQual模型从有形，可靠性，响应能力，保证和同理心的五个方面进行分析，得出的结论是，提高菲律宾摩托车和出租车运输公司的服务质量对增强客户满意度和忠诚度有重大影响。 Muni的实证研究发现了铁路的感知服务质量低于货运的货运客户对客户满意度具有显着积极的影响，可靠性维度会产生最大的影响力，其次是响应能力，同理心和保证，而有形的维度则具有切实的性能。影响最小（Muni等，2024）。 Uzir等。 （2021）指出，门到门的送货服务人员是直接面向客户的服务组，其服务质量直接影响客户满意度。 Xu Jianxin等。讨论了服务质量与供水企业的客户满意度之间的关系，并通过数据分析得出结论，服务质量的安全性和可靠性因素对客户满意度有积极的影响。 Denantes＆Donoso（2021）争辩说，服务质量代表了影响客户满意度的关键指数，并且在消费过程中客户感知的服务质量对最终满意度具有积极的促销作用。换句话说，服务质量和客户满意度之间存在正相关。杨等。 (2024) suggested that enterprises can enhance customers' perceived service quality by providing personalized services. Rivero et al. （2023）证明，ServQual模型中的所有五个维度都与客户满意度正相关，并且提高服务质量可以有效提高客户满意度。艾哈迈德等。 （2019）对SERVQUAL模型进行了优化并调整了有关中小型企业（SMSH）服务质量和客户满意度的研究和分析。最终，他们确定模型中有形，响应能力和保证是SMSHS行业满意度的关键影响，并具有正相关。 Evidently, the majority of scholars concur that there is a significant influence relationship between service quality and customer satisfaction.
The correlation between service quality and customer satisfaction can be analyzed from the following five dimensions: First, from the perspective of reliability, reliability refers to the ability to reliably and accurately fulfill service commitments, and is one of the core dimensions of service quality. Wolfinbarger found that reliability is the strongest predictor of customer satisfaction and quality (Wolfinbarger et al., 2003). Therefore, reliability is particularly important in the banking industry because customers expect banks to ensure the accuracy and timeliness of transactions. If a bank frequently makes business errors, such as incorrect interest calculation or untimely account information update, it will severely damage customers' trust in the bank, leading to a substantial decline in customer satisfaction and even potentially triggering customer churn (Zhengmeng et al., 2024). In addition, studies have shown that service reliability significantly enhances customer trust in service providers and improves customer satisfaction (Mosa, 2021). In the field of credit cards, a reliable credit card service system, including accurate bill records and stable transaction processing, can significantly enhance customer trust in bank credit cards. Especially in the current era of rapid development of online banking, banks can show concern and help credit card holders solve problems when customers encounter difficulties, while fulfilling the terms promised to customers and ensuring the safety of customers' credit cards, which will greatly increase their trust in banks and have a positive impact on customer satisfaction.
服务质量与客户满意度之间的相关性可以从以下五个维度分析：首先，从可靠性的角度来看， R EALIBLIASE是指可靠，准确履行服务承诺的能力，并且是服务质量的核心维度之一。 Wolfinbarger发现可靠性是客户满意度和质量的最强预测指标（Wolfinbarger等，2003）。因此，可靠性在银行业尤其重要，因为客户希望银行确保交易的准确性和及时性。如果银行经常犯业务错误，例如不正确的利息计算或不合时宜的帐户信息更新，它将严重损害客户对银行的信任，从而导致客户满意度的大幅下降，甚至可能触发客户的流失（Zhengmeng等，Zhengmeng等。 2024）。此外，研究表明，服务可靠性可显着增强客户对服务提供商的信任并提高客户满意度（MOSA，2021）。在信用卡领域，可靠的信用卡服务系统，包括准确的账单记录和稳定的交易处理，可以显着增强客户对银行信用卡的信任。尤其是在当前在网上银行业务快速发展的时代，银行可以在客户遇到困难时表现出关注并帮助信用卡持有人解决问题，同时履行向客户承诺的条款并确保客户信用卡的安全性，这将大大增加他们的信用卡信任银行，并对客户满意度产生积极影响。
Tangibility mainly refers to the visible physical elements in the service environment, such as actual facilities, equipment, the appearance of service personnel and communication materials (Shi, Z., & Shang, H., 2020). Banking is fundamentally intangible in nature. With physical facilities, stereo-graphic facility, the dressing and physical look of employees, apparatus and management group, communication materials and so on, bankers had successfully convert it into tangible. By transforming theses tangible factors well, reaching successfully every customer, results high customer’s satisfaction (Chew, W. J. et al., 2018). Therefore, the service environment and employee image of the bank are important indicators of customer perception of service quality. the research of Li et al. (2021) indicated that in daily services, customers often infer service quality based on tangible cues. An excellent tangible display can significantly enhance customers' initial expectations of service quality, thereby exerting a positive influence on overall satisfaction (Khan et al., 2024). Among credit card customers, high-quality physical facilities, such as customer service centers, if they have modern, beautiful and simple and atmospheric decoration, will bring a comfortable business environment to credit card customers, increase the experience of handling business, and thus improve customer satisfaction. At the same time, it is also important to have an attractive credit card appearance and supporting marketing publicity, especially in the current era of Internet marketing. In recent years, some Chinese brands have relied on co-branding with well-known IPs to improve customer satisfaction with their products. Therefore, banks can not only improve customer satisfaction through innovative credit card appearance design and enhanced marketing publicity, but also increase customer renewal behavior for credit cards, which is crucial to optimizing customer experience. In addition, modern technical equipment can enhance customer perceived value and thus enhance satisfaction. security and efficiency, not only have significant impact on customer satisfaction but also lead to future consumption behavior (Siu, N. Y.-M., & Mou, J. C.-W. 2005) Therefore, banks should strengthen the maintenance and upgrading of modern electronic banking technology equipment to improve customer satisfaction. The results show that good tangible display can enhance customer favorability of credit card products, thereby positively affecting customer satisfaction.
有形性主要是指服务环境中可见的物理元素，例如实际设施，设备，服务人员和通信材料的出现（Shi，Z。，＆Shang，H.，2020）。银行本质上是无形的。借助物理设施，立体图设施，员工的穿衣和身体外观，设备和管理小组，通讯材料等，银行家成功地将其转换为有形的。通过对这些有形的因素进行良好的转变，成功地达到每个客户，从而产生了高客户的满意度（Chew，WJ等，2018）。因此，银行的服务环境和员工形象是客户对服务质量感知的重要指标。 Li等人的研究。 （2021）指出，在日常服务中，客户通常会根据有形提示推断服务质量。出色的切实显示可以显着提高客户对服务质量的最初期望，从而对整体满意度产生积极影响（Khan等，2024）。在信用卡客户中，高质量的物理设施（例如客户服务中心），如果他们拥有现代，美丽，简单和大气的装饰，将为信用卡客户带来舒适的商业环境，增加处理业务的体验，从而改善客户满意度。同时，重要的是要出现有吸引力的信用卡并支持营销宣传，尤其是在当前的互联网营销时代。近年来，一些中国品牌依靠与知名IPS共同品牌来提高客户对产品的满意度。 因此，银行不仅可以通过创新的信用卡外观设计和增强营销宣传来提高客户满意度，而且还可以提高客户更新的信用卡行为，这对于优化客户体验至关重要。此外，现代技术设备可以增强客户感知的价值，从而提高满意度。安全和效率不仅会对客户满意度产生重大影响，还会导致未来的消费行为（Siu，NY-M。，＆Mou，JC-W。2005），银行应加强对现代电子银行技术的维护和升级提高客户满意度的设备。结果表明，良好的切实显示可以增强信用卡产品的客户偏爱，从而对客户满意度产生积极影响。
Responsiveness refers to the willingness to help customers by providing prompt service (Marković, S., Jelena, D., & Katušić, G., 2015). Punctuality when customers experience problems and have questions. This can create an excellent customer experience. There are main elements in this dimension such as providing correct contact information, fast response to requests, and fast troubleshooting. (Theresia, S., & Tan, H.-S., 2021). In the banking industry, responsiveness is mainly reflected in the ability of banks to quickly solve customer problems, provide timely assistance to customers, and flexibly handle customer complaints. According to Bilika, Safari, and Mansori, whenever there is an employee or people in the industry; responsiveness is the major dimension. The speed, agility and delivering skill of responsiveness toward customer is also very important to customer satisfaction（Bilika et al., 2016) . For banks, employee responsiveness is a key driver of customer satisfaction and can significantly affect customer trust and preference for bank service providers. In credit card services, customers expect to get help quickly when problems arise, especially in the current situation of rampant telecommunications fraud. When customers lose their credit cards, engage in fraudulent transactions or adjust their credit limits, banks are required to respond quickly and handle related issues in a timely manner to protect the safety of customers' property. When the bank does not help or is unwilling to help customers solve problems, Customers will be dissatisfied with the services currently provided by the bank, which will reduce the overall service quality of the bank. The reduction in the bank's responsiveness will directly affect customer satisfaction, because when bank employees begin to pay attention to or pay attention to the problems that customers have already encountered, customers will get very little satisfaction, because their response is not timely, for situations that have already occurred and the results may be irreversible, which will make customers feel that they are not valued, thereby losing word of mouth, reducing potential customers, and directly affecting customer satisfaction. Therefore, responsiveness has a positive impact on bank credit card customer satisfaction.
响应性是指通过提供及时服务来帮助客户的意愿（Marković，S。，Jelena，D。和Katušić，G.，2015年）。当客户遇到问题并遇到问题时，守时。这可以创造出色的客户体验。该维度有主要元素，例如提供正确的联系信息，对请求的快速响应以及快速故障排除。 （Theresia，S。和Tan，H.-S.，2021）。在银行业中，响应能力主要反映在银行快速解决客户问题，及时为客户提供帮助并灵活处理客户投诉的能力。据比利卡（Bilika），野生动物园（Safari）和曼索里（Mansori）说，每当有雇员或行业中的人时；响应能力是主要维度。速度，敏捷性和对客户的响应能力对客户满意度（Bilika等人，2016年也非常重要。对于银行来说，员工响应能力是客户满意度的主要驱动力，并且可能会严重影响Cust Omer Trust和对银行服务提供商的偏爱。在信用卡服务中，客户期望在出现问题时迅速获得帮助，尤其是在当前猖communications欺诈的情况下。当客户丢失信用卡，进行欺诈性交易或调整信用额度时，需要银行迅速做出响应并及时处理相关问题，以保护客户财产的安全。当银行没有帮助或不愿意帮助客户解决问题时，客户将对银行当前提供的服务感到不满意，这将降低银行的整体服务质量。 银行响应能力的降低将直接影响客户满意度，因为当银行员工开始关注或关注客户已经遇到的问题时，客户将获得很少的满意度，因为他们的响应不是及时的，对于那些情况下，已经发生了，结果可能是不可逆转的，这将使客户感到自己没有受到重视，从而失去口口相传，减少潜在客户并直接影响客户满意度。 Therefore, responsiveness has a positive impact on bank credit card customer satisfaction.
Assurance mainly refers to the ability of service providers to convey a sense of security and trust to customers through the professionalism, courtesy and credibility of their employees. In the studies of Fragoso and Espinoza , it shows that safety or assurance is more preferable by the customer(Fragoso, J. T., & Espinoza, I. L. 2017). Assurance includes the ability of service providers, the credibility and security of transactions. For example, customers can trust the employees of a company and feel safe when dealing with them. At the same time, the employees of a company should be polite to customers. In the financial services industry, customers' trust in banks is largely derived from the professionalism and reliability of service personnel. The security measures, professional financial knowledge consultation and confidentiality of customer information provided by banks in credit card business are very important. The manifestation of assurance in credit card customer satisfaction includes professional explanations of product terms by bank employees, clear answers to customer questions and strict security measures. In the banking industry, all employees should have the relevant knowledge required to serve customers, be able to clearly explain to customers the relevant content of the services they require, the costs of the services, and the benefits that can be brought, and explain and communicate with customers in a gentle and friendly manner, keep the customer's information safe and confidential, and convey trust to each other. Felix also stated that assurance is defined as the understanding and manners of the employees and the capability to gain accredit and faith (Felix, R. 2017). Therefore, bank employees must have professional knowledge reserves and professional skills, and must communicate with customers in a friendly manner. These assurance factors can effectively reduce customers' risk perception, increase customers' recognition of the bank, and thus have a positive effect on customer satisfaction.
保证主要是指服务提供商通过员工的专业，礼貌和信誉向客户传达安全感和信任感的能力。在Fragoso和Espinoza的研究中，它表明客户更可取安全性或保证（Fragoso，JT和Espinoza，IL 2017）。保证包括服务提供商的能力，交易的信誉和安全性。例如，客户可以信任公司的员工，并在与他们打交道时感到安全。同时，公司的员工应该对客户有礼貌。在金融服务行业中，客户对银行的信任主要源于服务人员的专业和可靠性。银行在信用卡业务中提供的客户信息的安全措施，专业财务知识咨询和机密性非常重要。信用卡客户满意度中保证的表现包括银行员工对产品条款的专业解释，对客户问题的清晰答案和严格的安全措施。在银行业中，所有员工都应拥有为客户提供服务所需的相关知识，能够清楚地向客户解释所需的服务的相关内容，服务成本以及可以带来的收益，并解释和解释和解释和解释以温和友好的方式与客户沟通，确保客户的信息安全和机密，并相互传达信任。费利克斯还指出，保证被定义为员工的理解和举止以及获得认可和信仰的能力（Felix，R。2017）。 因此，银行员工必须具有专业知识储备和专业技能，并且必须以友好的方式与客户沟通。这些保证因素可以有效地减少客户的风险感知，增加客户对银行的认可，从而对客户满意度产生积极影响。
Empathy emphasizes the degree to which service providers understand and care about customer needs (Parasuraman et al., 1988). Organizations should provide services on a priority basis, and customers need to feel this. Empathy implies caring, giving individual attention, and offering assistance to customers, Customers always want to feel unique and special, which is the main focal point of empathy (Zeithaml et al., 1996). Empathy can also be understood as the company's concern for customers and providing them with assistance in a personalized way. Empathy includes sensitivity, accessibility, and efforts to understand user needs. It is also about communication, access and understanding customers. Communication mainly refers to a way that allows employees and customers to communicate in a mutually understandable language or other forms. Accessibility can be understood as the ability of companies and employees to approach customers. Employees should do their best to understand customers and their specific needs, and give them individual attention compared to others. For bank credit card customers, empathy is reflected in personalized services, attention to customer problems, and flexible solutions provided to customers (Murray et al., 2019). When customers feel that bank staff can truly understand their needs and problems and provide timely care and support, customer satisfaction with credit card services will significantly increase. At the same time, bank employees with strong empathy can usually understand customers' problems and needs more accurately, improve communication efficiency, reduce the difficulties caused by excessive communication, save time and experience between each other, and make customers feel that their needs are understood and spiritually cared for. Especially in the current highly competitive environment, services that show empathy can become an important factor in determining customers' choice of a service provider.
同理心强调服务提供商了解和关心客户需求的程度（Parasuraman等，1988）。组织应优先提供服务，客户需要感受到这一点。同理心意味着关怀，给予个人关注并为客户提供帮助，客户总是想让独特而特殊，这是移情的主要焦点（Zeithaml等，1996）。移情也可以理解为公司对客户的关注，并以个性化的方式为他们提供帮助。同理心包括灵敏度，可访问性以及了解用户需求的努力。这也涉及通信，访问和理解客户。沟通主要是指允许员工和客户以相互理解的语言或其他形式进行交流的方式。可访问性可以理解为公司和员工与客户接触的能力。员工应该尽力了解客户及其特定需求，并与其他人相比给予他们个人的关注。对于银行信用卡客户，同理心反映在个性化服务，对客户问题的关注以及提供给客户的灵活解决方案（Murray等，2019）。当客户认为银行员工可以真正了解他们的需求和问题并提供及时的护理和支持时，客户对信用卡服务的满意度将大大提高。同时，具有强大同理心的银行员工通常可以理解客户的问题并更准确地需要，提高沟通效率，减少沟通过度造成的困难，节省彼此之间的时间和经验，并使客户感到自己的需求已被理解并在精神上照顾。 特别是在当前竞争激烈的环境中，表现出同理心的服务可能会成为确定客户选择服务提供商的重要因素。
2.4 Customer Satisfaction and Credit card renewal behavior
2.4客户满意度和信用卡更新行为
In the banking sector, customer satisfaction represents the accumulation of customers' attitudes towards service providers throughout their long-term utilization of bank products, as well as their emotional responses to the discrepancies between expectations and reality. This implies that it encompasses not only the functional performance of financial products themselves, such as the flexibility of loan products, but also multiple dimensions including the convenience of the bank's service processes and the professional competence of service personnel. When customers have favorable experiences in these aspects, a relatively high level of satisfaction will be formed, thereby significantly enhancing their propensity for credit card renewal behavior. Nigatu et al. (2023) elaborated on the progressive relationship between satisfaction and loyalty in his research. In the context of the banking industry, such loyalty and satisfaction are directly manifested as customers' renewal decisions regarding various financial products or services. In the credit card business, satisfied customers are more likely to choose to renew their cards upon expiration, so as to enjoy the prolonged financial convenience and associated benefits provided by the bank.
在银行业，客户满意度代表了客户对服务提供商的态度的积累，他们在银行产品的长期利用过程中以及对期望与现实之间差异的情感反应。这意味着它不仅包括金融产品本身的功能性能，例如贷款产品的灵活性，还包括多个维度，包括银行服务流程的便利性和服务人员的专业能力。当客户在这些方面有良好的经验时，将形成相对较高的满意度，从而显着增强其对C续签卡更新行为的倾向。 Nigatu等。 （ 2023 ）在他的研究中阐述了满足与忠诚之间的渐进关系。在银行业的背景下，这种忠诚度和满意度直接表现为客户对各种金融产品或服务的更新决定。在信用卡业务中，满意的客户更有可能选择到期后续订卡，以享受银行提供的延长财务便利和相关利益。
From the perspective of customer relationship management, Drosos's research indicates that customer satisfaction-driven loyalty can yield long-term benefits, a view widely recognized in the banking industry (Drosos et al., 2021). Credit cards are now the most widely used, most popular and most profitable payment tool after checks. It is particularly important to improve customer satisfaction and thus increase customer renewal behavior for credit cards. Based on the positive relationship between Service Quality and Customer Satisfaction and the positive relationship between customer satisfaction and credit card renewal behavior, we can conclude that in order to improve customer satisfaction and increase customer renewal behavior, banks need to actively build a complete customer feedback system, such as regularly conducting customer satisfaction questionnaires, analyzing customer feedback data, continuously collecting and identifying their own service weaknesses and customer demand hotspots, etc., strengthen the training of bank service personnel, further optimize service quality and service processes, improve financial products and improve the quality of related services. At the same time, we should also improve customer experience from the two aspects of bank products and service attitudes, meet customer needs for products and services, continuously strengthen customer satisfaction and loyalty, and ultimately achieve continuous renewal of credit cards.
从客户关系管理的角度来看，Drosos的研究表明，以客户满意度为导向的忠诚度可以带来长期利益，这一观点在银行业广泛认可（Drosos等，2021） 。现在，信用卡是支票后最广泛使用，最受欢迎和最有利可图的付款工具。提高客户满意度，从而增加信用卡的客户更新行为特别重要。基于服务质量与客户满意度之间的积极关系以及客户满意度与信用卡更新行为之间的正相关关系，我们可以得出结论，为了提高客户满意度并提高客户更新行为，银行需要积极建立一个完整的客户反馈系统，例如定期进行客户满意度调查表，分析客户反馈数据，不断收集和识别自己的服务弱点和客户需求热点等，增强银行服务人员的培训，进一步优化服务质量和服务流程，改善金融产品，并提高相关服务的质量。同时，我们还应该从银行产品和服务态度的两个方面改善客户体验，满足客户对产品和服务的需求，不断增强客户满意度和忠诚度，并最终实现信用卡的持续续订。
2.5 Service Quality (SERVQUAL model) and Credit card renewal behavior
2.5服务质量（SERVQUAL型号）和C重新续签卡行为
Credit card renewal behavior, as a subsequent decision-making process following customer satisfaction, is positively influenced by the service quality of banks with the mediating role of customer satisfaction. Under the synergy of service quality and customer satisfaction, it exhibits a relatively stable outcome path. When enterprises are committed to enhancing service quality and fulfilling customers' individualized needs in multiple dimensions, customer satisfaction will be significantly augmented. Customers with high levels of satisfaction, based on their favorable experiences and trust and anticipation in the future services of the bank, will generate a strong intention to renew. Specifically analyzed from the SERVQUAL model, when a bank ensures the accuracy of services, promptly responds to customers' demands, provides professional financial services, offers customized services tailored to customers' characteristics, or creates a favorable business environment and image, its high-quality services can meet or exceed customers' expectations in the five dimensions, thus promoting customers' positive credit card renewal behavior.
c重新续订续订行为是客户满意度后的后续决策过程，受到银行服务质量的积极影响，并具有客户满意度的调解作用。在服务质量和客户满意度的协同作用下，它表现出相对稳定的结果路径。当企业致力于提高服务质量并在多个方面满足客户的个性化需求时，将大大提高客户满意度。根据银行将来的服务的有利经验，信任和期望，具有高度满意度的客户将产生强烈的续订意图。当银行确保服务准确性时，从SERVQUAL模型中进行了特殊分析，迅速响应客户的需求，提供专业的金融服务，提供针对客户特征量身定制的定制服务，或创造出良好的商业环境和形象，其高质量服务可以在五个维度上达到或超过客户的期望，从而促进客户的正面c redit卡更新行为。
2.6 Hypothesis derivation
2。6假设推导
2.6.1 Research hypothesis
2.6.1研究假设
Based on the above research theories, this paper makes the following assumptions:
基于上述研究理论，本文提出了以下假设：
H1: Reliability has a positive impact on credit card renewal behavior
H1：可靠性对信用卡更新行为有积极影响
H2: Responsiveness has a positive impact on credit card renewal behavior
H2：响应能力对信用卡更新行为有积极影响
H3: Guarantee has a positive impact on credit card renewal behavior
H3：担保对信用卡更新行为有积极影响
H4: Tangibility has a positive impact on credit card renewal behavior
H4：有形对信用卡更新行为有积极影响
H5: Empathy has a positive effect on credit card renewal behavior
H5：移情对信用卡更新行为有积极影响
H6: Reliability has a positive impact on customer satisfaction
H6：可靠性对客户满意度有积极的影响
H7: Responsiveness positively impacts customer satisfaction
H7：响应能力对客户满意度产生积极影响
H8: Assurance has a positive impact on customer satisfaction
H8：保证对客户满意度有积极的影响
H9: Tangibility has a positive impact on customer satisfaction
H9：有形对客户满意度有积极的影响
H10: Empathy has a positive impact on customer satisfaction
H10：移情对客户满意度有积极的影响
H11: Customer satisfaction has a positive impact on credit card renewal behavior
H11：客户满意度对信用卡更新行为有积极影响
H12: Reliability indirectly influences credit card renewal by mediating customer satisfaction
H12：可靠性通过调解客户满意度间接影响信用卡更新
H13: Responsiveness indirectly influences credit card renewal by mediating customer satisfaction
H13：通过调解客户满意度，响应能力间接影响信用卡更新
H14: Warranty indirectly influences credit card renewal by mediating customer satisfaction
H14：通过调解客户满意度来间接影响信用卡更新
H15: Tangibility indirectly influences credit card renewal by mediating customer satisfaction
H15：有形通过调解客户满意度来间接影响信用卡更新
H16: Empathy indirectly influences credit card renewal through the mediating role of customer satisfaction
H16：通过调解客户满意度的中介作用，同理心间接影响信用卡的续订
2.6.2 Hypothetical model
2.6.2假设模型
2.7 Hypotheses Development
2.7假设发展
2.7.1 Reliability and Customer Satisfaction
2.7.1可靠性和客户满意度
Reliability refers to the ability to reliably and accurately fulfill service commitments, and is one of the core dimensions of service quality. Wolfinbarger found that reliability is the strongest predictor of customer satisfaction and quality (Wolfinbarger et al., 2003). Therefore, reliability is particularly important in the banking industry because customers expect banks to ensure the accuracy and timeliness of transactions. Studies have shown that service reliability significantly enhances customer trust in service providers and improves customer satisfaction (Mosa, 2021). In the field of credit cards, a reliable credit card service system, including accurate bill records and stable transaction processing, can significantly enhance customer trust in bank credit cards. Especially in the current era of rapid development of online banking, banks can show concern and help credit card holders solve problems when customers encounter difficulties, while fulfilling the terms promised to customers and ensuring the safety of customers' credit cards, which will greatly increase their trust in banks and have a positive impact on customer satisfaction.
可靠性是指可靠，准确履行服务承诺的能力，并且是服务质量的核心维度之一。 Wolfinbarger发现可靠性是客户满意度和质量的最强预测指标（Wolfinbarger等，2003）。因此，可靠性在银行业尤其重要，因为客户希望银行确保交易的准确性和及时性。研究表明，服务可靠性可显着增强客户对服务提供商的信任并提高客户满意度（MOSA，2021）。在信用卡领域，可靠的信用卡服务系统，包括准确的账单记录和稳定的交易处理，可以显着增强客户对银行信用卡的信任。尤其是在当前在网上银行业务快速发展的时代，银行可以在客户遇到困难时表现出关注并帮助信用卡持有人解决问题，同时履行向客户承诺的条款并确保客户信用卡的安全性，这将大大增加他们的信用卡信任银行，并对客户满意度产生积极影响。
Hypothesis (H1). Reliability has a positive impact on bank credit card customer satisfaction
假设（H1）。可靠性对银行信用卡客户满意度有积极影响
2.7.2 Tangibility and Customer Satisfaction
2.7.2有形和客户满意度
Tangibility mainly refers to the visible physical elements in the service environment, such as actual facilities, equipment, the appearance of service personnel and communication materials (Shi, Z., & Shang, H., 2020). Banking is fundamentally intangible in nature. With physical facilities, stereo-graphic facility, the dressing and physical look of employees, apparatus and management group, communication materials and so on, bankers had successfully convert it into tangible. By transforming theses tangible factors well, reaching successfully every customer, results high customer’s satisfaction (Chew, W. J. et al., 2018). Therefore, the service environment and employee image of the bank are important indicators of customer perception of service quality. Among credit card customers, high-quality physical facilities, such as customer service centers, if they have modern, beautiful and simple and atmospheric decoration, will bring a comfortable business environment to credit card customers, increase the experience of handling business, and thus improve customer satisfaction. At the same time, it is also important to have an attractive credit card appearance and supporting marketing publicity, especially in the current era of Internet marketing. In recent years, some Chinese brands have relied on co-branding with well-known IPs to improve customer satisfaction with their products. Therefore, banks can not only improve customer satisfaction through innovative credit card appearance design and enhanced marketing publicity, but also increase customer renewal behavior for credit cards, which is crucial to optimizing customer experience. In addition, modern technical equipment can enhance customer perceived value and thus enhance satisfaction. security and efficiency, not only have significant impact on customer satisfaction but also lead to future consumption behavior (Siu, N. Y.-M., & Mou, J. C.-W. 2005) Therefore, banks should strengthen the maintenance and upgrading of modern electronic banking technology equipment to improve customer satisfaction. The results show that good tangible display can enhance customer favorability of credit card products, thereby positively affecting customer satisfaction.
有形性主要是指服务环境中可见的物理元素，例如实际设施，设备，服务人员和通信材料的出现（Shi，Z。，＆Shang，H.，2020）。银行本质上是无形的。借助物理设施，立体图设施，员工的穿衣和身体外观，设备和管理小组，通讯材料等，银行家成功地将其转换为有形的。通过对这些有形的因素进行良好的转变，成功地达到了每个客户的成功，从而使客户的满意度很高（Chew，WJ等，2018）。因此，银行的服务环境和员工形象是客户对服务质量感知的重要指标。在信用卡客户中，高质量的物理设施（例如客户服务中心），如果他们拥有现代，美丽，简单和大气的装饰，将为信用卡客户带来舒适的商业环境，增加处理业务的体验，从而改善客户满意度。同时，重要的是要出现有吸引力的信用卡并支持营销宣传，尤其是在当前的互联网营销时代。近年来，一些中国品牌依靠与知名IPS共同品牌来提高客户对产品的满意度。因此，银行不仅可以通过创新的信用卡外观设计和增强营销宣传来提高客户满意度，而且还可以提高客户更新的信用卡行为，这对于优化客户体验至关重要。此外，现代技术设备可以增强客户感知的价值，从而提高满意度。 安全和效率不仅会对客户满意度产生重大影响，还会导致未来的消费行为（Siu，NY-M。，＆Mou，JC-W。2005），银行应加强对现代电子银行技术的维护和升级提高客户满意度的设备。结果表明，良好的切实显示可以增强信用卡产品的客户偏爱，从而对客户满意度产生积极影响。
Hypothesis (H2). Tangibility has a positive impact on bank credit card customer satisfaction
假设（H2）。有形对银行信用卡客户满意度有积极影响
2.7.3 Empathy and Customer Satisfaction
2.7.3同理心和客户满意度
Empathy emphasizes the degree to which service providers understand and care about customer needs (Parasuraman et al., 1988). Organizations should provide services on a priority basis, and customers need to feel this. Empathy implies caring, giving individual attention, and offering assistance to customers, Customers always want to feel unique and special, which is the main focal point of empathy (Zeithaml et al., 1996). Empathy can also be understood as the company's concern for customers and providing them with assistance in a personalized way. Empathy includes sensitivity, accessibility, and efforts to understand user needs. It is also about communication, access and understanding customers. Communication mainly refers to a way that allows employees and customers to communicate in a mutually understandable language or other forms. Accessibility can be understood as the ability of companies and employees to approach customers. Employees should do their best to understand customers and their specific needs, and give them individual attention compared to others. For bank credit card customers, empathy is reflected in personalized services, attention to customer problems, and flexible solutions provided to customers (Murray et al., 2019). When customers feel that bank staff can truly understand their needs and problems and provide timely care and support, customer satisfaction with credit card services will significantly increase. At the same time, bank employees with strong empathy can usually understand customers' problems and needs more accurately, improve communication efficiency, reduce the difficulties caused by excessive communication, save time and experience between each other, and make customers feel that their needs are understood and spiritually cared for. Especially in the current highly competitive environment, services that show empathy can become an important factor in determining customers' choice of a service provider.
同理心强调服务提供商了解和关心客户需求的程度（Parasuraman等，1988）。组织应优先提供服务，客户需要感受到这一点。同理心意味着关怀，给予个人关注并为客户提供帮助，客户总是想让独特而特殊，这是移情的主要焦点（Zeithaml等，1996）。移情也可以理解为公司对客户的关注，并以个性化的方式为他们提供帮助。同理心包括灵敏度，可访问性以及了解用户需求的努力。这也涉及通信，访问和理解客户。沟通主要是指允许员工和客户以相互理解的语言或其他形式进行交流的方式。可访问性可以理解为公司和员工与客户接触的能力。员工应该尽力了解客户及其特定需求，并与其他人相比给予他们个人的关注。对于银行信用卡客户，同理心反映在个性化服务，对客户问题的关注以及提供给客户的灵活解决方案（Murray等，2019）。当客户认为银行员工可以真正了解他们的需求和问题并提供及时的护理和支持时，客户对信用卡服务的满意度将大大提高。 同时，具有强大同理心的银行员工通常可以理解客户的问题并更准确地需要，提高沟通效率，减少沟通过度造成的困难，节省彼此之间的时间和经验，并使客户感到自己的需求已被理解并在精神上照顾。特别是在当前竞争激烈的环境中，表现出同理心的服务可能会成为确定客户选择服务提供商的重要因素。
Hypothesis (H3). Empathy has a positive impact on bank credit card customer satisfaction
假设（H3）。移情对银行信用卡客户满意度有积极的影响
2.7.4 Responsiveness and Customer Satisfaction
2.7.4响应能力和客户满意度
Responsiveness refers to the willingness to help customers by providing prompt service (Marković, S., Jelena, D., & Katušić, G., 2015). Punctuality when customers experience problems and have questions. This can create an excellent customer experience. There are main elements in this dimension such as providing correct contact information, fast response to requests, and fast troubleshooting. (Theresia, S., & Tan, H.-S., 2021). In the banking industry, responsiveness is mainly reflected in the ability of banks to quickly solve customer problems, provide timely assistance to customers, and flexibly handle customer complaints. According to Bilika, Safari, and Mansori, whenever there is an employee or people in the industry; responsiveness is the major dimension. The speed, agility and delivering skill of responsiveness toward customer is also very important to customer satisfaction（Bilika et al., 2016) . For banks, employee responsiveness is a key driver of customer satisfaction and can significantly affect customer trust and preference for bank service providers. In credit card services, customers expect to get help quickly when problems arise, especially in the current situation of rampant telecommunications fraud. When customers lose their credit cards, engage in fraudulent transactions or adjust their credit limits, banks are required to respond quickly and handle related issues in a timely manner to protect the safety of customers' property. When the bank does not help or is unwilling to help customers solve problems, Customers will be dissatisfied with the services currently provided by the bank, which will reduce the overall service quality of the bank. The reduction in the bank's responsiveness will directly affect customer satisfaction, because when bank employees begin to pay attention to or pay attention to the problems that customers have already encountered, customers will get very little satisfaction, because their response is not timely, for situations that have already occurred and the results may be irreversible, which will make customers feel that they are not valued, thereby losing word of mouth, reducing potential customers, and directly affecting customer satisfaction.
响应性是指通过提供及时服务来帮助客户的意愿（Marković，S。，Jelena，D。和Katušić，G.，2015年）。当客户遇到问题并遇到问题时，守时。这可以创造出色的客户体验。该维度有主要元素，例如提供正确的联系信息，对请求的快速响应以及快速故障排除。 （Theresia，S。和Tan，H.-S.，2021）。在银行业中，响应能力主要反映在银行快速解决客户问题，及时为客户提供帮助并灵活处理客户投诉的能力。据比利卡（Bilika），野生动物园（Safari）和曼索里（Mansori）说，每当有雇员或行业中的人时；响应能力是主要维度。速度，敏捷性和对客户的响应能力对客户满意度（ Bilika等人，2016年也非常重要。对于银行而言，员工响应能力是客户满意度的关键驱动力，可以显着影响客户信任和对银行服务提供商的偏爱。在信用卡服务中，客户期望在出现问题时迅速获得帮助，尤其是在当前猖communications欺诈的情况下。当客户丢失信用卡，进行欺诈性交易或调整信用额度时，需要银行迅速做出响应并及时处理相关问题，以保护客户财产的安全。当银行没有帮助或不愿意帮助客户解决问题时，客户将对银行当前提供的服务感到不满意，这将降低银行的整体服务质量。 银行响应能力的降低将直接影响客户满意度，因为当银行员工开始关注或关注客户已经遇到的问题时，客户将获得很少的满意度，因为他们的响应不是及时的，对于那些情况下，已经发生了，结果可能是不可逆转的，这将使客户感到自己没有受到重视，从而失去口口相传，减少潜在客户并直接影响客户满意度。
Hypothesis (H4). Responsiveness has a positive impact on bank credit card customer satisfaction
假设（H4）。响应能力对银行信用卡客户满意度有积极影响
2.7.5 Assurance and Customer Satisfaction
2.7.5保证和客户满意度
Assurance mainly refers to the ability of service providers to convey a sense of security and trust to customers through the professionalism, courtesy and credibility of their employees. In the studies of Fragoso and Espinoza , it shows that safety or assurance is more preferable by the customer(Fragoso, J. T., & Espinoza, I. L. 2017). Assurance includes the ability of service providers, the credibility and security of transactions. For example, customers can trust the employees of a company and feel safe when dealing with them. At the same time, the employees of a company should be polite to customers. In the financial services industry, customers' trust in banks is largely derived from the professionalism and reliability of service personnel. The security measures, professional financial knowledge consultation and confidentiality of customer information provided by banks in credit card business are very important. The manifestation of assurance in credit card customer satisfaction includes professional explanations of product terms by bank employees, clear answers to customer questions and strict security measures. In the banking industry, all employees should have the relevant knowledge required to serve customers, be able to clearly explain to customers the relevant content of the services they require, the costs of the services, and the benefits that can be brought, and explain and communicate with customers in a gentle and friendly manner, keep the customer's information safe and confidential, and convey trust to each other. Felix also stated that assurance is defined as the understanding and manners of the employees and the capability to gain accredit and faith (Felix, R. 2017). Therefore, bank employees must have professional knowledge reserves and professional skills, and must communicate with customers in a friendly manner. These assurance factors can effectively reduce customers' risk perception, increase customers' recognition of the bank, and thus have a positive effect on customer satisfaction.
保证主要是指服务提供商通过员工的专业，礼貌和信誉向客户传达安全感和信任感的能力。在Fragoso和Espinoza的研究中，它表明客户更可取安全性或保证（Fragoso，JT和Espinoza，IL 2017）。保证包括服务提供商的能力，交易的信誉和安全性。例如，客户可以信任公司的员工，并在与他们打交道时感到安全。同时，公司的员工应该对客户有礼貌。在金融服务行业中，客户对银行的信任主要源于服务人员的专业和可靠性。银行在信用卡业务中提供的客户信息的安全措施，专业财务知识咨询和机密性非常重要。信用卡客户满意度中保证的表现包括银行员工对产品条款的专业解释，对客户问题的清晰答案和严格的安全措施。在银行业中，所有员工都应拥有为客户提供服务所需的相关知识，能够清楚地向客户解释所需的服务的相关内容，服务成本以及可以带来的收益，并解释和解释和解释和解释以温和友好的方式与客户沟通，确保客户的信息安全和机密，并相互传达信任。费利克斯还指出，保证被定义为员工的理解和举止以及获得认可和信仰的能力（Felix，R。2017）。 因此，银行员工必须具有专业知识储备和专业技能，并且必须以友好的方式与客户沟通。这些保证因素可以有效地减少客户的风险感知，增加客户对银行的认可，从而对客户满意度产生积极影响。
Hypothesis (H5). Guarantee has a positive impact on bank credit card customer satisfaction
假设（H5）。担保对银行信用卡客户满意度有积极影响
2.8 Summary of Hypotheses
2.8假设摘要
H1. Reliability has a positive impact on bank credit card customer satisfaction
H1。可靠性对银行信用卡客户满意度有积极影响
H2. Tangibility has a positive impact on bank credit card customer satisfaction
H2。有形对银行信用卡客户满意度有积极影响
H3. Empathy has a positive impact on bank credit card customer satisfaction
H3。移情对银行信用卡客户满意度有积极的影响
H4. Responsiveness has a positive impact on bank credit card customer satisfaction
H4。响应能力对银行信用卡客户满意度有积极影响
H5. Assurance has a positive impact on bank credit card customer satisfaction
H5。保证对银行信用卡客户满意度有积极的影响
Chapter 3
第3章
Chapter 3: Research methods
第3章：研究方法
3.1 Introduction
3.1简介
After careful consideration, SPSS and PLS are selected as analysis tools for processing master data. As a statistical analysis software widely used in social science research, SPSS (Social Science Statistics Package) has obvious advantages in computing, statistical analysis, and datagraphic representation, and is widely used in the work of scientists, data analysts, and statisticians. In the study of this article, it is used to process large-scale data sets and perform complex data analyses. PLS is a complex multi-dimensional analysis tool that has advantages over SPSS in modeling structural equations and analyzing paths. PLS helps us navigate the complex interrelationships between hidden variables and observable metrics to better understand the complex relationships between credit card holders' customer satisfaction, quality of service, and membership renewal. By combining these two data analysis tools, we can create a solid analytical framework for this work that effectively ensures the accuracy and reliability of our research results.
仔细考虑后，选择SPS和PL作为处理主数据的分析工具。作为社会科学研究广泛使用的统计分析软件，SPSS（社会科学统计软件包）在计算，统计分析和数据报表中具有明显的优势，并且在科学家，数据分析师和统计学家的工作中广泛使用。在本文的研究中，它用于处理大规模数据集并执行复杂的数据分析。 PLS是一种复杂的多维分析工具，在建模结构方程和分析路径方面具有比SPS具有优势。 PLS帮助我们在隐藏变量和可观察的指标之间浏览复杂的相互关系，以更好地了解信用卡持有人的客户满意度，服务质量和会员续订之间的复杂关系。通过结合这两个数据分析工具，我们可以为这项工作创建一个可靠的分析框架，以有效确保我们的研究结果的准确性和可靠性。
3.2 Research Background
3.2研究背景
This study focuses on bank credit card customers in Malaysia. Malaysia's private economy has enjoyed good momentum of development in recent years, playing an important role in the global economic landscape. Its gross domestic product (GDP) continues to grow, averaging 5.5% over the past five years, and economic concerns are among the highest in Southeast Asia.
这项研究的重点是马来西亚的银行信用卡客户。近年来，马来西亚的私人经济享有发展的良好动力，在全球经济格局中发挥了重要作用。 Its gross domestic product (GDP) continues to grow, averaging 5.5% over the past five years, and economic concerns are among the highest in Southeast Asia.
In addition to the light industry of the capital, Malaysia has a highly developed and diverse financial system. Nationwide, there are more than 50 commercial banks, 30 investment banks and numerous financial institutions. Over the past three years, the annual growth rate of the banks' total assets has reached 8%, and the annual growth rate of loan supply has remained at around 7%, strongly supporting the country's real economy. By popularising information products, digital fintechs are also accelerating their integration into banking activities and the transformation of the banking system, and innovative services such as electronic payments and online asset management have been widely accepted by the public, and these products have also improved the efficiency and convenience of financial services.
除了首都的轻型行业外，马来西亚还拥有高度发达和多样化的金融体系。在全国范围内，有50多家商业银行，30个投资银行和众多金融机构。 Over the past three years, the annual growth rate of the banks' total assets has reached 8%, and the annual growth rate of loan supply has remained at around 7%, strongly supporting the country's real economy. By popularising information products, digital fintechs are also accelerating their integration into banking activities and the transformation of the banking system, and innovative services such as electronic payments and online asset management have been widely accepted by the public, and these products have also improved the efficiency和金融服务的便利。
Different regions of the country are characterized by different economic and banking developments. In terms of economic growth rate, some regions are higher than the national average, while others are slightly lower. In terms of industrial structure, different regions have their own industries of strength, such as the electronic information industry in some regions, while some regions have an important manufacturing industry. In the financial sector, the contribution of the financial services sector to local GDP varies from region to region, with the national average contribution of the financial services sector to GDP being 15%.
该国的不同地区的特征是不同的经济和银行发展。就经济增长率而言，一些地区高于全国平均水平，而另一些地区则略低。 In terms of industrial structure, different regions have their own industries of strength, such as the electronic information industry in some regions, while some regions have an important manufacturing industry. In the financial sector, the contribution of the financial services sector to local GDP varies from region to region, with the national average contribution of the financial services sector to GDP being 15%.
The banking industry in Malaysia is highly competitive and dynamic, with the number of private banks unevenly distributed across the country, providing a wide market space for the credit card business. The total number of credit card holders in the country is estimated to be around 15 million, with a credit card market penetration rate of around 35% of the adult population. This fully indicates that Malaysia has the value of in-depth research in terms of economic activity, intensity of demand for financial services, and maturity of the credit card market, which provides a rich and diverse sample and an ideal practical environment for in-depth study of issues related to private bank credit card customers, and strongly supports the rationality of the site selection for this study.
The banking industry in Malaysia is highly competitive and dynamic, with the number of private banks unevenly distributed across the country, providing a wide market space for the credit card business. The total number of credit card holders in the country is estimated to be around 15 million, with a credit card market penetration rate of around 35% of the adult population. This fully indicates that Malaysia has the value of in-depth research in terms of economic activity, intensity of demand for financial services, and maturity of the credit card market, which provides a rich and diverse sample and an ideal practical environment for in-depth研究与私人银行信用卡客户有关的问题，并强烈支持本研究网站选择的合理性。
Malaysia's economy and credit card market data:
马来西亚的经济和信用卡市场数据：
According to the latest economic data from the Malaysian government, the country's GDP for the past year amounted to US$399.65billion, representing an annual growth rate of 3.7%. The financial services sector contributed approximately 15% to the GDP, highlighting its importance in the local economy.
根据马来西亚政府的最新经济数据，该国过去一年的GDP为3,965亿美元，年增长率为3.7％。金融服务部门为GDP贡献了约15％，强调了其在当地经济中的重要性。
According to market research data, there are numerous private banks operating in Malaysia and the total number of credit card holders in the country is estimated to be around 15 million. The credit card market penetration rate for the adult population in Malaysia is approximately 35%, indicating that the presence and use of credit cards is relatively widespread in the country.
根据市场研究数据，马来西亚有许多私人银行，该国的信用卡持有人总数约为1500万。马来西亚成人人口的信用卡市场渗透率约为35％，这表明信用卡的存在和使用在该国相对广泛。
In the process of researching the credit card customers of private banks in Malaysia, we have collected data from various aspects and presented them in the form of graphs and charts, which provide us with visual and important information for our research.
在研究马来西亚私人银行的信用卡客户的过程中，我们从各个方面收集了数据，并以图形和图表的形式介绍了数据，这些数据为我们提供了研究的视觉和重要信息。
In terms of the distribution of private banks in Malaysia by region, the number of private banks varies significantly from region to region. There are 20 private banks in Kuala Lumpur, 15 in Penang and 12 in Johor. This indicates that there are differences in the distribution of banks in different regions, which may have an impact on the competitive landscape of the local credit card business and customer service.
就按地区按地区划分的私人银行的分配而言，私人银行的数量因地区而异。吉隆坡有20个私人银行，槟城有15个，乔霍尔有12家。这表明不同地区的银行分布存在差异，这可能会影响当地信用卡业务和客户服务的竞争格局。
As shown in Figure 3.2, the highest is about 60% in the 18-30 age group, about 50% in the 31-45 age group, about 40% in the 46-60 age group, and significantly lower than about 30% in the 61-60 age group. It can be clearly seen that the acceptance of credit cards by young people is relatively high, and the rate of spread gradually decreases with age, which may be associated with factors such as consumption concepts and the stability of incomes of different age groups.
如图3.2所示，在18-30岁年龄段中最高约为60％，在31-45岁年龄组中约为50％，在46-60岁年龄段中约为40％，明显低于大约30％ 61-60岁年龄段。可以清楚地看出，年轻人对信用卡的接受相对较高，并且随着年龄的增长逐渐降低，这可能与诸如消费概念和不同年龄段收入的稳定性有关。
Figure 3.1 Credit card market penetration by Malaysia age group
图3。1马来西亚年龄组的信用卡市场渗透
In terms of the distribution of credit card customers' occupations, as shown in Figure 3.2Corporate Executives accounted for about 15%, Workers accounted for about 40%, Freelancers accounted for about 20%, Civil Servants accounted for about 10%, and other occupational groups accounted for different proportions. This reflects the influence of the characteristics of economic activities and consumption needs of different occupations on credit card use. For example, corporate executives may rely more on credit cards due to their frequent business activities, and their demand for credit card services and satisfaction may differ from those of other occupational groups.
在信用卡客户的职业分配方面，如图3.2企业高管所占的占15％的占15％，工人占40％，自由职业者约为20％，公务员约为10％，其他职业占小组占不同比例的。这反映了经济活动特征和不同职业的消费需求对信用卡使用的影响。例如，由于公司的频繁业务活动，公司高管可能更多地依靠信用卡，他们对信用卡服务的需求和满意度可能与其他职业群体的需求不同。
Figure 3.2Pie Chart of Occupation Distribution of Credit Card Customers
图3.2 PPIE信用卡客户的职业分布图
In terms of the distribution of credit card spending amount, as shown in Figure 3.3, the percentage of credit card spending in the $0 - $500 range is 40%, $501 - $1000 range is 30%, $1001 - $2000 range is 20%, and the percentage of over $2000 range is 10%. Most of the customers' credit card spending is concentrated in the lower amount range, and the number of customers gradually decreases with the increase of spending amount, which is an important reference value for banks to formulate credit card marketing strategy and risk assessment.
就信用卡支出金额的分配而言，如图3.3所示，$ 0- $ 500范围内的信用卡支出百分比为40％，$ 501- $ 1000范围是30％，$ 1001- $ 2000范围为20％，并且超过$ 2000的百分比为10％。大多数客户的信用卡支出集中在较低的范围内，随着支出数量的增加，客户数量逐渐减少，这对于银行制定信用卡营销策略和风险评估的重要参考价值。
Figure 3.3 Pie chart of interval distribution of credit card consumption amount
图3.3信用卡消耗量的间隔分布饼图
By collecting the above data, we can get a more complete picture of the current state of the Malaysia credit card market, which also lays the foundation for further research on the relationship between customer satisfaction, quality of service, and membership renewal.
通过收集上述数据，我们可以更完整地了解马来西亚信用卡市场的当前状态，这也为进一步研究客户满意度，服务质量和会员续订之间的关系奠定了基础。
In summary, Malaysia was chosen as a survey area for the following reasons:
总而言之，由于以下原因，马来西亚被选为调查区域：
The region's vibrant economic activity and favorable economic environment ensures that the introduction of credit cards will have a large customer base, thus providing the basis and convenience for data collection and analysis. Malaysia's high level of economic transactions and financial interactions means that credit card use is more prevalent and customer experiences and decisions about credit card services are more likely to be diverse and reflect broader trends.
该地区充满活力的经济活动和有利的经济环境可确保信用卡的引入将拥有庞大的客户群，从而为数据收集和分析提供了基础和便利性。马来西亚的高水平经济交易和金融互动意味着信用卡的使用更为普遍，客户经验和信用卡服务的决策更可能是多种多样的，反映了更广泛的趋势。
Malaysia is a melting pot of cultures and demographics with a diverse population with different income levels, occupations, educational backgrounds, and lifestyle preferences. This diversity is critical to research to help us better understand the factors that influence customer satisfaction and understanding of service quality. By studying this diverse group of clients, we can capture a variety of perspectives and behaviors, increasing the generalizability and external validity of our findings.
马来西亚是一种文化和人口统计学的大熔炉，人口多样化，收入水平，职业，教育背景和生活方式偏好不同。这种多样性对于研究以帮助我们更好地了解影响客户满意度和对服务质量理解的因素至关重要。通过研究这一不同的客户群，我们可以捕获各种观点和行为，从而提高了我们发现的普遍性和外部有效性。
3.3 Research paradigms
3.3研究范例
Our research firmly adheres to the quantitative research paradigm and is characterized by an emphasis on numerical data and statistical analysis, where objective and measurable data can provide valuable information about the phenomena studied. In a study of credit card holders in Malaysia, we use questionnaires as the main tool for collecting data. By compiling the questionnaire questions, we hope to receive a comprehensive answer from respondents about their credit card service experience, level of satisfaction, and intentions to upgrade.
我们的研究坚持定量研究范式，其特征是强调数值数据和统计分析，在此过程中，客观和可测量的数据可以提供有关研究现象的有价值的信息。在对马来西亚信用卡持有人的研究中，我们使用问卷作为收集数据的主要工具。通过汇编问卷的问题，我们希望收到受访者的全面答案，了解他们的信用卡服务经验，满意度和升级意图。
Data on the effectiveness of quantitative studies in similar studies:
关于定量研究有效性的数据：
A meta-analysis of 50 studies in the financial services industry found that 75% employed quantitative research methods, and that studies using quantitative methods reported an average R-squared value of 0.62 when interpreting customer behavior related to financial products, indicating relatively high explanatory power.
对金融服务行业的50项研究的荟萃分析发现，有75％的人采用定量研究方法，并且使用定量方法的研究报告说，在解释与金融产品相关的客户行为时，平均R平均值为0.62，表明相对较高的解释性能力。
Another study comparing different research paradigms in the context of customer satisfaction studies showed a significantly higher rate of reproducibility for quantitative studies (85% versus 60% for qualitative studies), underscoring the reliability and objectivity of quantitative methods.
在客户满意度研究中比较不同研究范例的另一项研究表明，定量研究的可重复性率明显更高（在定性研究中为85％和60％），强调了定量方法的可靠性和客观性。
Quantitative data collected through this method allows rigorous statistical techniques to be applied to test hypotheses, identify patterns, and establish relationships between variables. By quantifying various aspects of customer satisfaction and service quality, we can objectively assess their impact on membership renewal and draw evidence-based conclusions.In the research context of this thesis, choosing this method is not only conducive to enhancing the scientificity and rigor of this study, but also enables us to make reasonable predictions for a broader group of credit card holders based on sample data and draw generalizable and universal conclusions.
通过这种方法收集的定量数据允许应用严格的统计技术来检验假设，识别模式并在变量之间建立关系。通过量化客户满意度和服务质量的各个方面，我们可以客观地评估其对会员续签的影响并得出基于证据的结论。在本文的研究背景下，选择这种方法不仅有利于增强本研究的科学和严格性，而且还使我们能够根据样本数据对更广泛的信用卡持有人进行合理的预测，并绘制可通用和通用结论。
3.4 Study design
3.4研究设计
The design of the study used in this study is a cross-sectional design, that is, the data is collected from the selection of the target audience at a specific point in time. This design allows us to capture a snapshot of the current situation of Malaysia’s credit card customers.The design type adopted in this study is a cross-sectional design. Specifically, it involves selecting data from a specific target group at a particular time point. This targeted design enables us to efficiently and quickly collect information and profiles of Malaysian credit card customers at a specific moment.
本研究中使用的研究设计是一种横断面设计，即，数据是从特定时间点的目标受众选择中收集的。这种设计使我们能够捕获马来西亚信用卡客户当前状况的快照。本研究中采用的设计类型是横断面设计。具体而言，它涉及在特定时间点中从特定目标组中选择数据。这种针对性的设计使我们能够在特定时刻有效，快速收集马来西亚信用卡客户的信息和资料。
Research Flowchart：
研究流程图：
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With the quantitative data collected by this method, we can apply statistical rigor to test hypotheses, detect patterns, and establish relationships between variables. By quantifying the dimensions of customer satisfaction and quality of service, we are able to objectively assess their impact on membership renewal behaviors and draw reliable conclusions based on empirical data. This approach not only enhances the scientific and rigorous nature of the study, but also allows us to make accurate predictions and reasonable conclusions based on sample data for a wider group of credit card users.For the quantitative data collected by the aforementioned methods, we choose to apply rigorous statistical data analysis methods to test the hypotheses and establish the relationships between variables. By quantifying the data of customer satisfaction and service quality, we can objectively evaluate the impact of these factors on the renewal behavior of credit card holders, and based on the empirical data, draw more reliable conclusions and reasonable suggestions.
通过此方法收集的定量数据，我们可以应用统计严格来检验假设，检测模式并在变量之间建立关系。通过量化客户满意度和服务质量的尺寸，我们能够客观地评估其对会员续签行为的影响，并根据经验数据得出可靠的结论。这种方法不仅增强了研究的科学和严格性质，而且还使我们能够基于样本数据为更广泛的信用卡用户做出准确的预测和合理的结论。对于上述方法收集的定量数据，我们选择应用严格的统计数据分析方法来测试假设并建立变量之间的关系。通过量化客户满意度和服务质量的数据，我们可以客观地评估这些因素对信用卡持有人更新行为的影响，并基于经验数据，得出更可靠的结论和合理的建议。
3.5 Population, Sample, Sampling Technique
3.5人口，样本，抽样技术
分层抽样技术 是在实际工作中应用得非常广泛的抽样技术 ，通过分层抽样我们可以了解更加具体全面。Cui, Y., & Zhang, Y. (2022).本研究采用分层随机抽样方法选取样本，在研究马来西亚私营银行信用卡用户时极为关键。X.Li表明，分层抽样是比简单随机抽样更为高效、更能反映数据整体特征的抽样方式以获得更高精度、更具代表性的实验数据。
分层抽样技术是在实际工作中应用得非常广泛的抽样技术，在研究马来西亚私营银行信用卡用户时极为关键。x.li表明，分层抽样是比简单随机抽样更为高效、更能反映数据整体特征的抽样方式以获得更高精度、更具代表性的实验数据。
本研究聚焦于马来西亚私营银行信用卡用户，因此该地区的所有私营银行信用卡用户构成了此次研究的总体。样本是从总体中选取的一部分个体，其作用是在学术研究中代表总体，在本研究中，样本量即从马来西亚私营银行信用卡用户总体中选取的部分用户，为480。
本研究聚焦于马来西亚私营银行信用卡用户，因此该地区的所有私营银行信用卡用户构成了此次研究的总体。样本是从总体中选取的一部分个体，其作用是在学术研究中代表总体，在本研究中，样本量即从马来西亚私营银行信用卡用户总体中选取的部分用户，为，为480。
首先，依据银行类型、性别、年龄、职业和收入等特征，将马来亚私营银行信用卡用户划分为不同层次。选取性别、年龄、收入作为分层标准。年龄分为 18 - 30 岁、31 - 45 岁、46 - 60 岁、61 岁及以上；收入划分为低、中、高收入层次，获取总体数据：查阅金融监管报告、市场调研数据及银行公开资料，将用户职业和性别进行划分。接着根据研究设定的样本总量，按照各层次在总体中的占比，计算每层应抽取的样本数量。假设样本总量为 N，例如某银行类型的用户占总体的 15%，那么从该银行类型用户层中应抽取的样本量为 N×15%，以此划分，具有代表性。
首先，依据银行类型、性别、年龄、职业和收入等特征，将马来亚私营银行信用卡用户划分为不同层次。选取性别、年龄、收入作为分层标准。年龄分为18-30 岁、31- 45岁、46-60 岁、61 岁及以上；收入划分为低、中、高收入层次，获取总体数据：查阅金融监管报告、市场调研数据及银行公开资料，将用户职业和性别进行划分。接着，将用户职业和性别进行划分。接着根据研究设定的样本总量，按照各层次在总体中的占比，计算每层应抽取的样本数量。假设样本总量为n，例如某银行类型的用户占总体的，15％，那么从该银行类型用户层中应抽取的样本量为n×15％ ，以此划分，具有代表性。，具有代表性。
接着进行层内随机抽样：在每个划分好的层次内，采用随机抽样的方法选取样本。可以利用随机数生成器、随机数表等工具。比如在 “31 - 45 岁，中等收入，企业高管，男性，某特定银行类型” 这一层次中，给该层次内所有信用卡用户进行编号，通过随机数确定抽取的用户编号，直至达到该层预先计算好的样本量。
接着进行层内随机抽样：在每个划分好的层次内，采用随机抽样的方法选取样本。可以利用随机数生成器、随机数表等工具。比如在，“ 31-45岁，中等收入，企业高管，男性，某特定银行类型，这一层次中，给该层次内所有信用卡用户进行编号，通过随机数确定抽取的用户编号
最后汇总形成样本，将从各个层次中抽取的样本进行汇总，组成最终用于研究的样本集合。对汇总后的样本进行整理和检查，确保样本信息完整、准确，不存在重复或遗漏的情况，保证所抽取的样本能够有效代表马来西亚私营银行信用卡用户总体的特征，为后续研究提供可靠的数据基础。
最后汇总形成样本，将从各个层次中抽取的样本进行汇总，组成最终用于研究的样本集合。对汇总后的样本进行整理和检查，确保样本信息完整、准确，不存在重复或遗漏的情况保证所抽取的样本能够有效代表马来西亚私营银行信用卡用户总体的特征，为后续研究提供可靠的数据基础。，为后续研究提供可靠的数据基础。
3.6 Data Collection Techniques
3.6数据收集技术
李克特量表是研究者用来收集多元意见和态度的一种工具，通过特定结构的答案选项，让受访者能对某个陈述或问题表达同意、不同意或中立的立场Han, G., & Fan, B（2017），该量表对于本文研究十分重要，Han, G., & Fan, B. (2017)提出李克特式量表具有操作性强、效度和信度高及分析性强等特点。在本文中通过使用该量表，此方法能够有效收集定量数据，帮助我们通过描述性统计、回归分析、因子分析和结构方程模型（SEM） 进行深入分析。该量表通常设置五个级别，从强烈不同意到强烈同意，受访者可在 “强烈不同意”“不同意”“中立”“同意”“强烈同意” 中选择。这些选项一般会被赋予数值（如 1 代表 “强烈不同意”，5 代表 “强烈同意”），通过对受访者选择的这些数值化回答进行分析，研究者能够了解人们对特定主题的整体态度 。研究马来西亚私人银行信用卡用户时，能将用户对服务质量、满意度等主观态度转化为具体数值。比如在测量用户对信用卡服务可靠性的看法时，通过李克特量表可以精确量化，使复杂的主观感受得以用数据呈现，便于后续运用统计方法进行深入分析，挖掘数据背后的规律和关系。
李克特量表是研究者用来收集多元意见和态度的一种工具，通过特定结构的答案选项，让受访者能对某个陈述或问题表达同意、不同意或中立的立场 han，g 。分析性强等特点。在本文中通过使用该量表，此方法能够有效收集定量数据，帮助我们通过描述性统计、回归分析、因子分析和结构方程模型（，sem ）设置五个级别，从强烈不同意到强烈同意代表“强烈不同意”，5代表“强烈同意”），通过对受访者选择的这些数值化回答进行分析，研究者能够了解人们对特定主题的整体态度，能，能，能将用户对服务质量、满意度等主观态度转化为具体数值。比如在测量用户对信用卡服务可靠性的看法时，通过李克特量表可以精确量化，使复杂的主观感受得以用数据呈现，，，便于后续运用统计方法进行深入分析，挖掘数据背后的规律和关系。，挖掘数据背后的规律和关系。
在本研究中，问卷分为三大部分，分别测量 服务质量、客户满意度和信用卡续订行为。第一部分基于SERVQUAL 模型，将服务质量分为五个维度，每个维度包含 5 道题目。第二个部分客户满意度部分由5 道题目组成，主要衡量客户对银行信用卡服务的总体满意度，第三个部分信用卡续订意愿，包含3 道题目，主要测量受访者是否愿意继续使用该银行信用卡。
在本研究中，问卷分为三大部分二个部分客户满意度部分由5道题目组成，主要衡量客户对银行信用卡服务的总体满意度，第三个部分信用卡续订意愿，包含，包含，主要测量受访者是否愿意继续使用该银行信用卡。
3.7 Questionnaire Design
3.7问卷设计
本研究中量表通过社交媒体（Facebook、WhatsApp）、电子邮件、银行客户交流群等方式分发。等待填写完毕后，可以明确哪些服务质量维度（如可靠性、响应性等）对客户满意度影响最大，并且可以为银行优化信用卡服务质量、提高客户满意度、提升信用卡续订率提供参考，以及比较不同群体：分析不同年龄、收入群体的满意度差异。在数据收集后，进行数据清理，删除无效数据（如全选同一选项、回答过快、关键问题缺失），并且检查数据异常值，排除不合理数据（如极端值），以及处理缺失值，若某一题缺失率较高，可能删除该项数据或使用均值填补，最后采用SPSS和PLS进行数据分析。
本研究中量表通过社交媒体（（Facebook，whatsapp）、电子邮件、银行客户交流群等方式分发。等待填写完毕后，可以明确哪些服务质量维度（如可靠性、响应性等）最大，并且可以为银行优化信用卡服务质量、提高客户满意度、提升信用卡续订率提供参考，以及比较不同群体：分析不同年龄、收入群体的满意度差异。在数据收集后，进行数据清理（（） ，并且检查数据异常值，排除不合理数据（如极端值） ，以及处理缺失值，若某一题缺失率较高，可能删除，可能删除该项数据或使用均值填补， spss和pls进行数据分析。
3.7.1 服务质量
3.7.1服务质量
本问卷采用李克特五点量表评估银行服务质量，包括可靠性、响应性、保证性、同理心和可触性五个维度。请选择最能代表您看法的选项。 评分标准： 1 = 非常不同意，2 = 不同意，3 = 中立，4 = 同意，5 = 非常同意
本问卷采用李克特五点量表评估银行服务质量，包括可靠性、响应性、保证性、同理心和可触性五个维度。请选择最能代表您看法的选项。：1 =非常不同意，2 =不同意，3 =中立，4 =同意，5 =非常同意
如下为服务质量测评量表：
该图表是针对银行信用卡服务质量的测评量表，采用李克特五点量表（Likert Scale），衡量受访者对银行服务的不同维度的感知
该图表是针对银行信用卡服务质量的测评量表，likert量表），衡量受访者对银行服务的不同维度的感知，通过评估量表我们可以得到以下信息：
，通过评估量表我们可以得到以下信息：：评估银行是否能准确、及时提供服务，如账单准确性、服务时间等；衡量银行员工是否能够快速响应客户需求，例如处理信用卡问题、提供便捷服务等；关注银行员工的专业性、信用卡政策的透明度及服务态度；评估银行是否提供个性化服务，关注客户需求，例如业务安排的便捷性、客户关系维护等。
评估银行是否能准确、及时提供服务，如账单准确性、服务时间等；衡量银行员工是否能够快速响应客户需求，例如处理信用卡问题、提供便捷服务等；关注银行员工的专业性、信用卡政策的透明度及服务态度；评估银行是否提供个性化服务，关注客户需求，例如业务安排的便捷性、客户关系维护等。，例如业务安排的便捷性、客户关系维护等。
3.7.2客户满意度
该图表测量的是客户对银行信用卡服务的总体满意度，用来衡量数据。在当前激烈的竞争状况下，竞争性的企业不断提供卓越的服务质量和出色的品牌形象，以获得客户满意度和客户忠诚度Dam, S. M., & Dam, T. C. (2021).无论客户的满意度直接还是间接地促进客户忠诚度，通常都建议客户满意度作为客户忠诚度的主要决定因素Nguyen, D. T., & Pham, V. T. (2020)，所以调查客户满意度是必不可少的，本图标包括四个核心问题：银行信用卡服务是否满足期望；受访者对银行整体服务的满意度；受访者的实际体验是否超出预期；受访者对信用卡附加福利的满意度
该图表测量的是客户对银行信用卡服务的总体满意度，用来衡量数据。在当前激烈的竞争状况下，竞争性的企业不断提供卓越的服务质量和出色的品牌形象，以获得客户满意度和客户忠诚度大坝，SM，＆DAM，TC（2021 ） 。 VT（2020） ，所以调查客户满意度是必不可少的，本图标包括四个核心问题：银行信用卡服务是否满足期望；受访者对银行整体服务的满意度；受访者的实际体验是否超出预期；受访者对信用卡附加福利的满意度
此量表的核心目标是评估客户对银行信用卡服务的总体满意度，并确定其与服务质量之间的关系。
此量表的核心目标是评估客户对银行信用卡服务的总体满意度，并确定其与服务质量之间的关系。，并确定其与服务质量之间的关系。
3.7.3信用卡续订行为
如下为信用卡续订意愿测评量表：
此图表用于测量受访者是否愿意长期使用该银行的信用卡，以及他们的忠诚度和推荐意愿。主要测量维度包括：计划长期使用该银行信用卡；是否愿意向他人推荐该银行的信用卡；是否愿意尝试银行推荐的其他信用卡产品；未来是否会继续选择该银行的信用卡服务。此量表的核心目标是预测客户的信用卡续订行为，以及影响该行为的主要因素，这一方式确保了研究数据的高效收集和受访者参与度。
通过三份量表收集数据，旨在探讨银行信用卡服务质量如何影响客户满意度，以及客户满意度如何进一步影响信用卡续订意愿。在数据收集完成后，我们将进行描述性统计分析、相关性分析、回归分析等分析来验证假设。
通过三份量表收集数据，旨在探讨银行信用卡服务质量如何影响客户满意度，以及客户满意度如何进一步影响信用卡续订意愿。在数据收集完成后，我们将进行描述性统计分析、相关性分析、，我们将进行描述性统计分析、相关性分析、回归分析等分析来验证假设。
3.8
3.9 Pretest
3.9预测试
A pretest, also known as a pilot test, is an evaluation process conducted before the survey is distributed to the target population. Hashim, S., et al., (2022) point out, “The pretest study was found to be an important step as it highlights the respondents’ understanding of the survey questionnaire. (Hashim, S., et al., 2022)”. The purpose of the pretest is to:
预测试，也称为试点测试，是在调查分配给目标人群之前进行的评估过程。 Hashim，S。等，（2022）指出： “发现预测试是一个重要的一步，因为它突出了受访者对调查问卷的理解。 （Hashim，S。等，2022）”。预测试的目的是：
Identify errors in the questionnaire
确定问卷中的错误
Assess the validity of the questionnaire
评估问卷的有效性
Ensure that the questionnaire achieves its intended goals
确保问卷达到其预期目标
Evaluate whether the questionnaire may cause problems for the respondents or interviewers.
评估问卷是否可能给受访者或访调员造成问题。
As a common and indispensable part of survey research, pretesting is undoubtedly very important. Hashim, S., et al. (2022) recommend pretesting with individuals similar to the target population, conducted under conditions as close as possible to the actual data collection. It is also essential to carefully document the issues observed during the pretest and identify potential solutions for these issues during actual data collection.
作为调查研究的常见和不可或缺的一部分，预测无疑是非常重要的。 Hashim，S。等。 （2022）建议对与目标人群相似的个体进行预测试，该个人在与实际数据收集尽可能接近的条件下进行。仔细记录预测试期间观察到的问题并在实际数据收集过程中确定这些问题的潜在解决方案也是必不可少的。
Perneger et al. (2015) suggest that the contribution of sample size to problem identification decreases gradually. They recommend a minimum sample size of 30 respondents for a pretest, as this sample size is sufficient to help researchers identify most of the problems in the questionnaire, provided that these problems are not extremely rare cases. They further point out that increasing the sample size contributes less to problem identification (Perneger et al., 2015).
Perneger等。 （2015年）表明，样本量对问题识别的贡献逐渐减少。他们建议对预测试的最低样本量为30名受访者，因为此样本量足以帮助研究人员确定问卷中的大多数问题，但前提是这些问题不是极少数罕见的情况。他们进一步指出，增加样本量对问题识别的贡献较小（Perneger等，2015）。
In this study, the pretest sample consisted of 40 respondents randomly selected from different age groups, genders, cultural backgrounds, and income levels. Additionally, 5 respondents related to the target population formed a focus group. The group members discussed the questions in the questionnaire one by one, asked them about their understanding of the questions, and identified vague or confusing questions. Based on the respondents’ feedback, the questionnaire content was modified to make it easier to understand. To improve the reliability of the questionnaire, 5 experts in banking were invited to review the questionnaire for vocabulary, content, and structure, identifying potential problems. If necessary, a second round of testing would be conducted.
在这项研究中，预测样本由40位受访者从不同年龄段，性别，文化背景和收入水平随机选择。此外，与目标人群相关的5名受访者组成了一个焦点组。小组成员逐一讨论了问卷中的问题，询问他们对问题的理解，并确定了含糊或混乱的问题。根据受访者的反馈，对问卷的内容进行了修改，以使其更容易理解。为了提高问卷的可靠性，邀请5位银行业专家审查词汇，内容和结构的问卷，以确定潜在的问题。如有必要，将进行第二轮测试。
3.10 Preliminary Data Analysis
3.10初步数据分析
3.10.1 Data Review
3.10.1数据审查
The questionnaire processing method involves several steps, such as data recording, data entry, and data cleaning. Therefore, in this study, we used an online questionnaire survey, which brings several significant advantages. Lefever, Dal, and Matthíasdóttir (2007) pointed out that online data collection has the potential to reach a large, geographically dispersed population, while saving time and costs for the researchers. Although online surveys have their limitations, they provide researchers with a unique opportunity to collect data via the internet. After completing the questionnaire data collection, Yu, Hu, and Du (2019) suggested that the collected data can be directly entered into a database, eliminating the need for re-encoding or manual data entry. Therefore, this study focuses on two aspects of data processing: data review and data cleaning.
问卷处理方法涉及多个步骤，例如数据记录，数据输入和数据清洁。因此，在这项研究中，我们使用了一项在线问卷调查，该调查带来了一些重要的优势。 Lefever，Dal和Matthíasdóttir（2007）指出，在线数据收集有可能达到大型，地理分散的人群，同时节省了研究人员的时间和成本。尽管在线调查有其局限性，但它们为研究人员提供了通过互联网收集数据的独特机会。完成问卷数据收集后，YU，HU和DU（2019）建议可以将收集的数据直接输入数据库中，从而消除了重新编码或手动数据输入的需求。因此，本研究的重点是数据处理的两个方面：数据审查和数据清洁。
The quality of the questionnaire data can be assessed based on both external and internal characteristics. External characteristics include response time, completion rate, and the source of the questionnaire. Internal characteristics include logical consistency, consistency of reverse-scored items, and others. As Feng and Fan (2013) noted, response time is considered an important criterion for evaluating question quality. Couper and Christensen (2009) also emphasized that a reasonable response time range helps identify questionnaires with careless answers, reducing data noise. There is a direct relationship between response time and data validity. For instance, longer response times do not necessarily indicate better quality, as respondents may have been distracted by other things or people. In such cases, specific answers should be checked. In contrast, shorter response times almost certainly indicate quality issues with the answers, which may reflect a lack of thought and understanding. This often manifests as highly consistent or highly dispersed answers across multiple question sets. By rationalizing the response time range based on external characteristics, questionnaires with problematic response times can be classified as invalid.
可以根据外部和内部特征评估问卷数据的质量。外部特征包括响应时间，完成率和问卷的来源。内部特征包括逻辑一致性，反向评分项目的一致性等。正如Feng and Fan（2013）所指出的那样，响应时间被认为是评估问题质量的重要标准。 Couper和Christensen（2009）还强调，合理的响应时间范围有助于识别出粗心答案的问卷，从而减少了数据噪声。响应时间和数据有效性之间存在直接关系。例如，较长的响应时间不一定表明质量更好，因为受访者可能被其他事物或人分心。在这种情况下，应检查具体的答案。相比之下，较短的响应时间几乎可以肯定地表明了答案的质量问题，这可能反映了缺乏思想和理解。在多个问题集中，这通常表现为高度一致或高度分散的答案。通过基于外部特征的响应时间范围合理化，具有问题响应时间的问卷可以归类为无效。
The primary internal characteristic variable for data quality in this study is logical consistency. Logical consistency refers to whether the content of the respondents’ answers is consistent within the questionnaire. For example, if a respondent answers a positive question about their general satisfaction with banking services but contradicts this in a reverse question stating that they would not renew their banking services, those answers would be considered invalid.
这项研究中数据质量的主要内部特征变量是逻辑一致性。逻辑一致性是指在问卷中，受访者答案的内容是否一致。例如，如果被告人回答了他们对银行服务的普遍满意的积极问题，但在反向问题中与之相矛盾，表明他们不会续签银行服务，那么这些答案将被认为是无效的。
Zhong-Lin et al. (2018) suggest that after data entry, simple calculations and descriptive statistics (such as mean, median, and standard deviation) should be conducted for each variable to check for anomalies in objects, variables, and values. For example, if a respondent answers the same way for every question or shows a very regular pattern, they should be considered an uncooperative respondent and excluded. Another example is if the maximum or minimum value for a particular question exceeds the preset range, the corresponding respondent and their reasons need to be checked. For the raw data that has been correctly reviewed, if the scale used contains reverse-scored questions, those reverse items need to be re-encoded. Through preliminary data review and analysis methods, data consistency and coherence are ensured, providing a solid foundation for subsequent factor analysis, path analysis, and hypothesis testing.
中林等人。 （2018年）建议，应为每个变量进行数据输入后，简单的计算和描述性统计数据（例如均值，中值和标准偏差），以检查对象，变量和值中的异常情况。例如，如果受访者以每个问题的方式回答相同的方式或显示非常规定的模式，则应将其视为不合作的被告并排除在外。另一个示例是，特定问题的最大值或最小值是否超过了预设范围，相应的受访者及其原因需要检查。对于已正确审查的原始数据，如果使用的量表包含反向评分的问题，则需要重新编码这些反向项目。通过初步的数据审查和分析方法，可以确保数据一致性和连贯性，为后续因素分析，路径分析和假设检验提供了坚实的基础。
3.10.2 Descriptive Statistical Analysis
3.10.2描述性统计分析
After completing the questionnaire data review, this study will use SPSS to conduct descriptive statistical analysis, focusing on demographic characteristics. Pallant (2020) mentioned in his book that descriptive statistics are used to describe the characteristics of the sample in a report, check if variables violate the basic assumptions for the statistical techniques used in research, and address specific research questions. “SPSS is a strong choice for marketing and survey companies for analyzing consumer behavior and forecasting (Vorhies, 2017)”. “In today’s world, data means everything, and people are more inclined to use computer software for any kind of data analysis. Data analysis software should have all the basic features that an analyst requires. Several computer software packages are available for quantitative data analysis, but SPSS stands out due to its usability and superior features that compel researchers to use it even when free alternatives are available (Arkkelin, 2014)”. The most commonly used and useful descriptive statistical measures include mean, median, mode, quartiles, variance, and standard deviation. After completing data cleaning, we will perform descriptive statistics on the demographic characteristics of the questionnaire (such as age, gender, income, etc.). For example, for age and income, we will use the mean and standard deviation to describe the general trend and then combine the median and quartiles to explain the data distribution. For gender, percentages will be used to describe the proportion. Finally, this study will use charts to visually display key metrics and distribution trends, such as satisfaction scores, to understand the basic characteristics of the respondents.
完成问卷数据综述后，本研究将使用SPSS进行描述性统计分析，重点是人口统计学特征。 Pallant（2020）在他的书中提到的描述性统计数据用于描述报告中样本的特征，检查变量是否违反了研究中使用的统计技术的基本假设，并解决了特定的研究问题。 “ SPSS是分析消费者行为和预测的营销和调查公司的强大选择（Vorhies，2017年）。” “在当今世界，数据意味着一切，人们更倾向于将计算机软件用于任何类型的数据分析。数据分析软件应具有分析师需要的所有基本功能。几个计算机软件包可用于定量数据分析，但是SPSS由于其可用性和出色的功能而脱颖而出，这些功能即使有免费替代方案也迫使研究人员使用它（Arkkelin，2014年）。最常用且有用的描述性统计措施包括平均值，中值，模式，四分位数，方差和标准偏差。完成数据清洁后，我们将对问卷的人口统计特征（例如年龄，性别，收入等）执行描述性统计。例如，对于年龄和收入，我们将使用平均值和标准偏差来描述一般趋势，然后结合中位数和四分位数以解释数据分布。对于性别，百分比将用于描述比例。最后，这项研究将使用图表在视觉上显示关键指标和分配趋势，例如满意度得分，以了解受访者的基本特征。
3.11 Statistical Analysis
3.11统计分析
3.11.1 Exploratory Factor Analysis (EFA)
3.11.1探索性因素分析（EFA）
Stapleton (1997) pointed out that factor analysis is a method used to determine the number and nature of the variables or measures upon which a set of variables depends. It tells researchers which tests or measurements belong to the same category. We use EFA to identify the underlying relationships between variables and group related variables into factors. Through EFA, the dimensions of the data are reduced, consistency is emphasized, and the data becomes clearer for subsequent visualization.
Stapleton（1997）指出，因子分析是一种用于确定一组变量依赖的变量或度量的数量和性质的方法。它告诉研究人员哪些测试或测量属于同一类别。我们使用EFA将变量与组相关变量之间的基本关系识别为因素。通过EFA，数据的尺寸降低，强调一致性，并且数据对于随后的可视化变得更加清晰。
3.11.2 Confirmatory Factor Analysis (CFA)
3.11.2验证性因素分析（CFA）
Prudon (2015) stated that testing the factor structure of the pretest and comparing it with the factor structure derived from the item scores is a powerful method for testing content validity, theoretical rationality, and construct validity. Over the past two decades, confirmatory factor analysis (CFA) has typically been used for such tests. Based on EFA, we can use CFA to validate the factor structure of the data, test whether it fits the hypothesized model, further assess the data’s validity and reliability, and obtain more accurate data support. After examining the variables in the study questionnaire, we designed 21 questions to improve its coverage. All questions used a Likert scale. Therefore, CFA using maximum variance rotation was adopted. The questionnaire was completed by 300 respondents, including 135 males and 175 females. These respondents shared the common characteristics of being credit card users of private banks in Penang, with income and savings.
Prudon（2015）指出，测试预测试的因子结构并将其与项目得分得出的因子结构进行比较是测试内容有效性，理论合理性和构造有效性的有力方法。在过去的二十年中，验证性因素分析（CFA）通常用于此类测试。基于EFA，我们可以使用CFA来验证数据的因子结构，测试它是否适合假设模型，进一步评估数据的有效性和可靠性，并获得更准确的数据支持。在检查了研究问卷中的变量之后，我们设计了21个问题以改善其覆盖范围。所有问题都使用李克特量表。因此，采用了使用最大方差旋转的CFA。问卷由300名受访者完成，其中包括135名男性和175名女性。这些受访者分享了槟城私人银行的信用卡用户的共同特征，并获得了收入和储蓄。
3.11.3 Hypothesis Path Analysis
3.11.3假设路径分析
Path analysis is a widely used method in social science analysis, a variant of multiple regression analysis, and is useful for analyzing multiple issues in causal relationships. Researchers most commonly use path analysis to analyze data related to a predetermined causal model (Stage, Carter, & Nora, 2004).
路径分析是社会科学分析中广泛使用的方法，这是多元回归分析的一种变体，可用于分析因果关系中的多个问题。研究人员最常使用路径分析来分析与预定的因果模型相关的数据（Stage，Carter和Nora，2004年）。
Based on existing literature, this study plans to use path analysis models to explore the relationships between service quality, customer satisfaction, and other related variables. Existing research provides ample evidence that there is a significant positive correlation between service quality and customer satisfaction (Caruana et al., 2000; Cronin & Taylor, 1992). For example, service quality significantly influences customer satisfaction, which in turn impacts customer loyalty (Peng & Moghavvemi, 2015; Jamal & Naser, 2002).
基于现有文献，本研究计划使用路径分析模型来探索服务质量，客户满意度和其他相关变量之间的关系。现有的研究提供了充分的证据，表明服务质量和客户满意度之间存在显着的正相关关系（Caruana等，2000； Cronin＆Taylor，1992）。例如，服务质量显着影响客户满意度，从而影响客户忠诚度（Peng＆Moghavvemi，2015； Jamal＆Naser，2002）。
Based on existing literature, this study plans to use the SERVQUAL model to analyze the close relationship between customer satisfaction and service quality. Typically, the higher the service quality, the higher the customer satisfaction. Customer satisfaction is determined by service quality (Caruana et al., 2000; Devesh, 2019). Cronin and Taylor (1992) argued that customer satisfaction usually precedes service quality, and service quality is the only factor affecting customer satisfaction. The positive correlation between service quality and customer satisfaction has been verified by several distinguished researchers in the field of service quality, including in banking (Peng & Moghavvemi, 2015; Jamal & Naser, 2002; Anderson & Sullivan, 1993).
根据现有文献，本研究计划使用ServQual模型来分析客户满意度和服务质量之间的紧密关系。通常，服务质量越高，客户满意度越高。客户满意度取决于服务质量（Caruana等，2000； Devesh，2019）。 Cronin and Taylor（1992）认为，客户满意度通常是服务质量之前的，服务质量是影响客户满意度的唯一因素。服务质量和客户满意度之间的正相关关系已由服务质量领域的几位杰出研究人员（包括银行业）（Peng＆Moghavvemi，2015; Jamal＆Naser，2002; Anderson＆Sullivan，1993）验证。
Therefore, the path analysis of this study is shown in Figure 3.11
因此，这项研究的路径分析如图3.11所示。
Figure 3.11 Path Analysis
图3.11路径分析
3.5 Population, Sample, Sampling Technique
3.5人口，样本，抽样技术
分层抽样技术 是在实际工作中应用得非常广泛的抽样技术 ，通过分层抽样我们可以了解更加具体全面。Cui, Y., & Zhang, Y. (2022).本研究采用分层随机抽样方法选取样本，在研究马来西亚私营银行信用卡用户时极为关键。X.Li表明，分层抽样是比简单随机抽样更为高效、更能反映数据整体特征的抽样方式以获得更高精度、更具代表性的实验数据。
分层抽样技术是在实际工作中应用得非常广泛的抽样技术，在研究马来西亚私营银行信用卡用户时极为关键。x.li表明，分层抽样是比简单随机抽样更为高效、更能反映数据整体特征的抽样方式以获得更高精度、更具代表性的实验数据。
本研究聚焦于马来西亚私营银行信用卡用户，因此该地区的所有私营银行信用卡用户构成了此次研究的总体。样本是从总体中选取的一部分个体，其作用是在学术研究中代表总体，在本研究中，样本量即从马来西亚私营银行信用卡用户总体中选取的部分用户，为480。
本研究聚焦于马来西亚私营银行信用卡用户，因此该地区的所有私营银行信用卡用户构成了此次研究的总体。样本是从总体中选取的一部分个体，其作用是在学术研究中代表总体，在本研究中，样本量即从马来西亚私营银行信用卡用户总体中选取的部分用户，为，为480。
首先，依据银行类型、性别、年龄、职业和收入等特征，将马来亚私营银行信用卡用户划分为不同层次。选取性别、年龄、收入作为分层标准。年龄分为 18 - 30 岁、31 - 45 岁、46 - 60 岁、61 岁及以上；收入划分为低、中、高收入层次，获取总体数据：查阅金融监管报告、市场调研数据及银行公开资料，将用户职业和性别进行划分。接着根据研究设定的样本总量，按照各层次在总体中的占比，计算每层应抽取的样本数量。假设样本总量为 N，例如某银行类型的用户占总体的 15%，那么从该银行类型用户层中应抽取的样本量为 N×15%，以此划分，具有代表性。
首先，依据银行类型、性别、年龄、职业和收入等特征，将马来亚私营银行信用卡用户划分为不同层次。选取性别、年龄、收入作为分层标准。年龄分为18-30 岁、31- 45岁、46-60 岁、61 岁及以上；收入划分为低、中、高收入层次，获取总体数据：查阅金融监管报告、市场调研数据及银行公开资料，将用户职业和性别进行划分。接着，将用户职业和性别进行划分。接着根据研究设定的样本总量，按照各层次在总体中的占比，计算每层应抽取的样本数量。假设样本总量为n，例如某银行类型的用户占总体的，15％，那么从该银行类型用户层中应抽取的样本量为n×15％ ，以此划分，具有代表性。，具有代表性。
接着进行层内随机抽样：在每个划分好的层次内，采用随机抽样的方法选取样本。可以利用随机数生成器、随机数表等工具。比如在 “31 - 45 岁，中等收入，企业高管，男性，某特定银行类型” 这一层次中，给该层次内所有信用卡用户进行编号，通过随机数确定抽取的用户编号，直至达到该层预先计算好的样本量。
接着进行层内随机抽样：在每个划分好的层次内，采用随机抽样的方法选取样本。可以利用随机数生成器、随机数表等工具。比如在，“ 31-45岁，中等收入，企业高管，男性，某特定银行类型，这一层次中，给该层次内所有信用卡用户进行编号，通过随机数确定抽取的用户编号
最后汇总形成样本，将从各个层次中抽取的样本进行汇总，组成最终用于研究的样本集合。对汇总后的样本进行整理和检查，确保样本信息完整、准确，不存在重复或遗漏的情况，保证所抽取的样本能够有效代表马来西亚私营银行信用卡用户总体的特征，为后续研究提供可靠的数据基础。
最后汇总形成样本，将从各个层次中抽取的样本进行汇总，组成最终用于研究的样本集合。对汇总后的样本进行整理和检查，确保样本信息完整、准确，不存在重复或遗漏的情况保证所抽取的样本能够有效代表马来西亚私营银行信用卡用户总体的特征，为后续研究提供可靠的数据基础。，为后续研究提供可靠的数据基础。
3.6 Data Collection Techniques
3.6数据收集技术
李克特量表是研究者用来收集多元意见和态度的一种工具，通过特定结构的答案选项，让受访者能对某个陈述或问题表达同意、不同意或中立的立场Han, G., & Fan, B（2017），该量表对于本文研究十分重要，Han, G., & Fan, B. (2017)提出李克特式量表具有操作性强、效度和信度高及分析性强等特点。在本文中通过使用该量表，此方法能够有效收集定量数据，帮助我们通过描述性统计、回归分析、因子分析和结构方程模型（SEM） 进行深入分析。该量表通常设置五个级别，从强烈不同意到强烈同意，受访者可在 “强烈不同意”“不同意”“中立”“同意”“强烈同意” 中选择。这些选项一般会被赋予数值（如 1 代表 “强烈不同意”，5 代表 “强烈同意”），通过对受访者选择的这些数值化回答进行分析，研究者能够了解人们对特定主题的整体态度 。研究马来西亚私人银行信用卡用户时，能将用户对服务质量、满意度等主观态度转化为具体数值。比如在测量用户对信用卡服务可靠性的看法时，通过李克特量表可以精确量化，使复杂的主观感受得以用数据呈现，便于后续运用统计方法进行深入分析，挖掘数据背后的规律和关系。
李克特量表是研究者用来收集多元意见和态度的一种工具，通过特定结构的答案选项，让受访者能对某个陈述或问题表达同意、不同意或中立的立场 han，g 。分析性强等特点。在本文中通过使用该量表，此方法能够有效收集定量数据，帮助我们通过描述性统计、回归分析、因子分析和结构方程模型（，sem ）设置五个级别，从强烈不同意到强烈同意代表“强烈不同意”，5代表“强烈同意”），通过对受访者选择的这些数值化回答进行分析，研究者能够了解人们对特定主题的整体态度，能，能，能将用户对服务质量、满意度等主观态度转化为具体数值。比如在测量用户对信用卡服务可靠性的看法时，通过李克特量表可以精确量化，使复杂的主观感受得以用数据呈现，，，便于后续运用统计方法进行深入分析，挖掘数据背后的规律和关系。，挖掘数据背后的规律和关系。
在本研究中，问卷分为三大部分，分别测量 服务质量、客户满意度和信用卡续订行为。第一部分基于SERVQUAL 模型，将服务质量分为五个维度，每个维度包含 5 道题目。第二个部分客户满意度部分由5 道题目组成，主要衡量客户对银行信用卡服务的总体满意度，第三个部分信用卡续订意愿，包含3 道题目，主要测量受访者是否愿意继续使用该银行信用卡。
在本研究中，问卷分为三大部分二个部分客户满意度部分由5道题目组成，主要衡量客户对银行信用卡服务的总体满意度，第三个部分信用卡续订意愿，包含，包含，主要测量受访者是否愿意继续使用该银行信用卡。
3.7 Questionnaire Design
3.7问卷设计
本研究中量表通过社交媒体（Facebook、WhatsApp）、电子邮件、银行客户交流群等方式分发。等待填写完毕后，可以明确哪些服务质量维度（如可靠性、响应性等）对客户满意度影响最大，并且可以为银行优化信用卡服务质量、提高客户满意度、提升信用卡续订率提供参考，以及比较不同群体：分析不同年龄、收入群体的满意度差异。在数据收集后，进行数据清理，删除无效数据（如全选同一选项、回答过快、关键问题缺失），并且检查数据异常值，排除不合理数据（如极端值），以及处理缺失值，若某一题缺失率较高，可能删除该项数据或使用均值填补，最后采用SPSS和PLS进行数据分析。
本研究中量表通过社交媒体（（Facebook，whatsapp）、电子邮件、银行客户交流群等方式分发。等待填写完毕后，可以明确哪些服务质量维度（如可靠性、响应性等）最大，并且可以为银行优化信用卡服务质量、提高客户满意度、提升信用卡续订率提供参考，以及比较不同群体：分析不同年龄、收入群体的满意度差异。在数据收集后，进行数据清理（（） ，并且检查数据异常值，排除不合理数据（如极端值） ，以及处理缺失值，若某一题缺失率较高，可能删除，可能删除该项数据或使用均值填补， spss和pls进行数据分析。
3.7.1 服务质量
3.7.1服务质量
本问卷采用李克特五点量表评估银行服务质量，包括可靠性、响应性、保证性、同理心和可触性五个维度。请选择最能代表您看法的选项。 评分标准： 1 = 非常不同意，2 = 不同意，3 = 中立，4 = 同意，5 = 非常同意
本问卷采用李克特五点量表评估银行服务质量，包括可靠性、响应性、保证性、同理心和可触性五个维度。请选择最能代表您看法的选项。：1 =非常不同意，2 =不同意，3 =中立，4 =同意，5 =非常同意
如下为服务质量测评量表：
该图表是针对银行信用卡服务质量的测评量表，采用李克特五点量表（Likert Scale），衡量受访者对银行服务的不同维度的感知
该图表是针对银行信用卡服务质量的测评量表，likert量表），衡量受访者对银行服务的不同维度的感知，通过评估量表我们可以得到以下信息：
，通过评估量表我们可以得到以下信息：：评估银行是否能准确、及时提供服务，如账单准确性、服务时间等；衡量银行员工是否能够快速响应客户需求，例如处理信用卡问题、提供便捷服务等；关注银行员工的专业性、信用卡政策的透明度及服务态度；评估银行是否提供个性化服务，关注客户需求，例如业务安排的便捷性、客户关系维护等。
评估银行是否能准确、及时提供服务，如账单准确性、服务时间等；衡量银行员工是否能够快速响应客户需求，例如处理信用卡问题、提供便捷服务等；关注银行员工的专业性、信用卡政策的透明度及服务态度；评估银行是否提供个性化服务，关注客户需求，例如业务安排的便捷性、客户关系维护等。，例如业务安排的便捷性、客户关系维护等。
3.7.2客户满意度
该图表测量的是客户对银行信用卡服务的总体满意度，用来衡量数据。在当前激烈的竞争状况下，竞争性的企业不断提供卓越的服务质量和出色的品牌形象，以获得客户满意度和客户忠诚度Dam, S. M., & Dam, T. C. (2021).无论客户的满意度直接还是间接地促进客户忠诚度，通常都建议客户满意度作为客户忠诚度的主要决定因素Nguyen, D. T., & Pham, V. T. (2020)，所以调查客户满意度是必不可少的，本图标包括四个核心问题：银行信用卡服务是否满足期望；受访者对银行整体服务的满意度；受访者的实际体验是否超出预期；受访者对信用卡附加福利的满意度
该图表测量的是客户对银行信用卡服务的总体满意度，用来衡量数据。在当前激烈的竞争状况下，竞争性的企业不断提供卓越的服务质量和出色的品牌形象，以获得客户满意度和客户忠诚度大坝，SM，＆DAM，TC（2021 ） 。 VT（2020） ，所以调查客户满意度是必不可少的，本图标包括四个核心问题：银行信用卡服务是否满足期望；受访者对银行整体服务的满意度；受访者的实际体验是否超出预期；受访者对信用卡附加福利的满意度
此量表的核心目标是评估客户对银行信用卡服务的总体满意度，并确定其与服务质量之间的关系。
此量表的核心目标是评估客户对银行信用卡服务的总体满意度，并确定其与服务质量之间的关系。，并确定其与服务质量之间的关系。
3.7.3信用卡续订行为
如下为信用卡续订意愿测评量表：
此图表用于测量受访者是否愿意长期使用该银行的信用卡，以及他们的忠诚度和推荐意愿。主要测量维度包括：计划长期使用该银行信用卡；是否愿意向他人推荐该银行的信用卡；是否愿意尝试银行推荐的其他信用卡产品；未来是否会继续选择该银行的信用卡服务。此量表的核心目标是预测客户的信用卡续订行为，以及影响该行为的主要因素，这一方式确保了研究数据的高效收集和受访者参与度。
通过三份量表收集数据，旨在探讨银行信用卡服务质量如何影响客户满意度，以及客户满意度如何进一步影响信用卡续订意愿。在数据收集完成后，我们将进行描述性统计分析、相关性分析、回归分析等分析来验证假设。
通过三份量表收集数据，旨在探讨银行信用卡服务质量如何影响客户满意度，以及客户满意度如何进一步影响信用卡续订意愿。在数据收集完成后，我们将进行描述性统计分析、相关性分析、，我们将进行描述性统计分析、相关性分析、回归分析等分析来验证假设。
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Appendix: Survey Questionnaire
附录：调查问卷
