This study was conducted as a follow up study of Baek & Yoo’s study. Baek & Yoo’s study showed that there were no significant differences in brand satisfaction and happiness index by credit card brands. Considering that prior research about car, smartphone, and mobile service found that brand happiness index played an important role in representing market share status in the market, the study results provided some questions about the role of brand happiness index. We hypothesized that the reason why they could not find the differences was because they did not consider the customer types. Therefore, we classified customer groups by the card status, recognition of perceived benefits, and value orientation. And we employed similar data collection methods and reanalyzed the differences in brand satisfaction and happiness index between brands. As a result, we found that there were significant differences in brand happiness index by customer types. More specifically, premium card holders than standard card holders, customers who recognize benefits than customers who do not recognize benefits, utility oriented customers than experience oriented customers formed felt higher happiness while consuming the credit cards. However, there were no significant differences in brand satisfaction between customer types. On the other hand, customers did not recognize the differences in brand satisfaction and happiness index between brands(except utility oriented customer type) and also customers’ brand satisfaction level influenced repurchase intention more significantly than brand happiness index. Those results have provided the important implications to the credit card brand managers. As a conclusion, we outlined the summary of the results, explored the reasons why consumers did not feel the differences in brand satisfaction and happiness index between brands. We also discussed the limitations of this study and future research directions.