T. Ramayah, T. Ramayah and Nasser Noor, Nasser Noor and Mohd. Nasurdin, Aizzat and Lim , Hee Choo
(2002)
Cardholders' Attitude And Bank Credit Card Usage
In Malaysia: An Exploratory Study.
Asian Academy of Management Journal (AAMJ), 7 (1).
pp. 1-28.
ISSN 1394-2603
Abstract
The study is aimed at validating attributes that influence the differences in attitudes among active
and inactive cardholders. By focusing on relevant attributes that have been identified, it is believed
that credit card issuing banks can position themselves effectively via their marketing strategies to
activate their existing cardholders' usage rate as well as to attract new active cardholders. Thirteen
important attributes were used to measure credit cardholders' attitude. These attributes include
acceptance level, credit limit, interest-free repayment period, annual fee, application approval
period, ancillary functions, handling of cardholders' complaints, issuing bank image, gift/bonus to
new applicants, card design, leaflet to describe the card,and advertising by the issuing bank.
Acceptance level, credit limit, interest free repayment period, ancillary functions, handling of
cardholders' complaints, bank image, and bank advertising were found to be the most important
attributes that influenced cardholders' attitudes in distinguishing active from inactive cardholders.
Based on the results of the study, several suggestions are forwarded to credit card issuing banks as
a step to stimulate credit cardholders' usage level. Among these are to work closer with various
retailers to promote the credit card payment mode, to provide adequate credit limit to cardholders,
to extend interest free repayment period from 20 days to 30 days, to implement strategic alliances
with firms involved in travelling, entertainment, insurance, and telecommunications and, to
advertise more so as to create a brand name for the issuing bank.
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