隨著台灣國內信用卡與現金卡雙卡風暴的逐漸止息，國內金融業者也開始思考在除了衝刺發卡量的傳統策略下，是否更應該提供更方便的服務來提高客戶的使用率與用卡忠誠度，而網路的方便就成為提供服務的重要管道。 信用卡的紅利積點累積方案，是銀行信用卡維繫客戶忠誠度的的方法之一，紅利點數的累積越容易，使用兌換越方便，就越能夠讓客戶提高使用率；台灣網路購物環境的成熟與接受度提高，也讓銀行開始思考自行建置購物網站的可能性，將原來的信用卡郵購交易導入網路購物，國內也開始有銀行陸續導入此類的商城系統，結合了紅利兌換、郵購交易與網路購物，以提供信用卡使用者更方便的服務，強化其競爭力。 本研究先在文獻探討說明紅利積點與郵購的發展及應用，說明其在信用卡發展的過程，且說明紅利積點對於信用卡客戶的忠誠度影響。再以個案銀行導入紅利商城的背景與過程進行討論與分析，探討其系統建置導入的成果與效益分析，效益分析包括了量化與非量化兩個部份，使得未來其他銀行導入相關系統後，在數據分析上，可以有一個參考及比較的基準。 本研究也提出了在導入類似系統時，有系統與作業整合問題、發卡銀行規模與客群差異兩個限制必須去考慮。最後提出了未來系統的建議。 With the alleviation of the credit card and cash card debt tsunami in Taiwan, domestic banks have been considering if they can provider better service method, in additional to the traditional strategy of encouraging issue amount, to increase credit card customers’ usage frequency and loyalty. In the mean time, the convenience of the Internet has become an important channel for service providing. Credit card bonus point plan is one of the methods that banks use for maintaining customer loyalty. The more a customer can accumulate the bonus points of a credit card and claim the bonus, the more frequent the credit card should be used. The maturity of online shopping environment and customers’ increasing acceptance of online shopping both trigger banks to think the possibility of operating in-house shopping websites, through which mail-order service could be connected with on-line shopping. Domestic banks have built such Internet shopping malls of combing bonus claim, mail-ordering, and online shopping one after another. By providing credit card holders more convenient service, the banks enhance their competitivness. This research discusses the development and application of bonus point plan and mail-ordering transaction, explains the process of their application on credit card service, and also illustrates how the bonus plan influences customers’ loyalty. Then, the background and process of the case bank for operating bonus shopping mall is discussed. The performance and cost benefit analysis of the system is analyzed after going live. Since both qualitative and quantitative analyses are included, the results of the research provide a valuable reference and basis for comparison for other banks that would like to operate a similar system in the future. This research also illustrates that two constrains should be taken into account: the integration between system and operation, and difference in bank scale and customer groups. A suggestion of the future system is proposed in the end.
