| Author | Tsai, Chiou-huey |
| Call Number | AIT RSPR no.SM-97-50 |
| Subject(s) | Credit cards--Taiwan
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-50 |
| Abstract | The credit card business itself may not be profitable for banks, but it is a way to establish connections with customers and bring in additional business. That's the reason why most issuing banks are aggressively cultivating the market by offering various benefits for consumers, and also the main purpose of conducting this research is to understand the attitudes and motivations of customers regarding credit cards use in order to pursue the best targets. The study focused on the credit card market in Taiwan and conducted through a case study of Land Bank of Taiwan (LBOT). The research framework derived from the Demand Theory and the Consumer Behavior, E-K-B Model (Engel, Blackwell and Miniard, 1994). From the case analysis including the evaluation of consumer behavior and the external and internal environment, we perceived the demand for LBOT credit cards and understood the current situation of the credit card market. Based on the analysis, we made suggestions on how to promote LBOT credit cards. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-50 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C.S.; |
| Examination Committee(s) | Gupta, Jyoti P.;Swierczek, Fredric W.; |
| Scholarship Donor(s) | The Government of Republic of China.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |