期刊名称：International Journal of Advances in Management and Economics
印刷版ISSN：2278-3369
出版年度：2013
卷号：2
期号：6
出版社：International Journal of Advances in Management and Economics
摘要：Main subjects of marketing researches are perceptions, beliefs, attitudes and satisfaction of consumers related to the products they use (experience). The main reasons for the significance of these subjects in terms of marketing are the effect of concepts in behavior tendencies like intention of repurchasing in consumers, recommending the product to others, and developing loyalty towards the product. This study examines the effect on satisfaction and loyalty of negative and positive perceptions of credit card holders towards credit cards with a Structural Equation Model (SEM). The analysis shows that, positive perceptions towards credit cards and related banks concerned credit card are significant factors in the loyalty developed towards a certain credit card.
