客户服务是商业银行信用卡品牌建设的最主要途径  

Customer Service——The Main Approach to Establish Commercial Bank's Credit Card Brand

作　　者：叶友[1] 

机构地区：[1]中国工商银行牡丹卡中心

出　　处：《金融论坛》2008年第1期54-58,共5页Finance Forum

摘　　要：品牌是一种能够体现企业独特性、区别不同企业的差异性,信用卡品牌是体现不同发卡银行差异性的服务品牌,信用卡品牌的形成过程就是发卡银行差异性的定位、调整与形成的过程。无形服务与有形产品在差异性领域以及差异性传递方面存在着本质差异,决定了服务品牌与产品品牌的重大不同。有形产品主要通过广告宣传来建立认知和品牌,无形服务主要通过客户服务和客户体验来建立认知和品牌。Brand can effectively reflect an enterprise＇s peculiarity from others. One bank＇s credit card brand is virtually a kind of service brand to express their distinctions, and the process to establish credit card brand is just that to position, adjust and construct the bank＇s service peculiarity. There are virtual discrepancies between intangible service and tangible product in the aspect of dis- tinction transmission, which decides the obvious difference between service brand and product brand. The brand of tangible product can be recognized through advertising.. In contrast, the establishment of intangible service＇ brand has to rely on what customers can obtain from the service.

关 键 词：商业银行 客户服务 信用卡品牌 品牌建设 

分 类 号：F832.2[经济管理—金融学]