Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia
This study explores the impact of marketing strategies of credit card providers on credit card users in Malaysia. It investigates customers’ perception of credit card products, promotions, pricing and place strategies. Credit card usage patterns are observed in terms of card possession, usage frequ...
| Main Authors: | , |
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| Format: | Article |
| Language: | English English |
| Published: |
UPM Press
2016
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/55533/ http://irep.iium.edu.my/55533/1/009%20Pertanika%20Siti%20Rahayu.pdf http://irep.iium.edu.my/55533/2/55533_do%20marketing%20strategies_SCOPUS.pdf |
| _version_ | 1848784596445954048 |
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| author | Kassim, Salina Hussin, Siti Rahayu |
| author_facet | Kassim, Salina Hussin, Siti Rahayu |
| author_sort | Kassim, Salina |
| building | IIUM Repository |
| collection | Online Access |
| description | This study explores the impact of marketing strategies of credit card providers on credit card users in Malaysia. It investigates customers’ perception of credit card products,
promotions, pricing and place strategies. Credit card usage patterns are observed in terms of card possession, usage frequency, spending amount and usage motivation. The study
adopts a quantitative research approach through survey questionnaires to link marketing strategies with credit card usage. Logistic regression was performed to determine the
relationship between marketing strategies and credit card usage. The 4Ps of credit card providers’ marketing strategies (namely product, pricing, promotion and place/availability)have been shown to exert various degrees of influence on credit card usage. The study found product, pricing and availability strategies influence credit card usage, but there is no significant relationship between promotion strategies and credit card usage among Malaysians. |
| first_indexed | 2025-11-14T16:39:46Z |
| format | Article |
| id | iium-55533 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T16:39:46Z |
| publishDate | 2016 |
| publisher | UPM Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-555332017-10-03T08:38:20Z http://irep.iium.edu.my/55533/ Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia Kassim, Salina Hussin, Siti Rahayu HG179 Personal finance HG3691 Credit This study explores the impact of marketing strategies of credit card providers on credit card users in Malaysia. It investigates customers’ perception of credit card products, promotions, pricing and place strategies. Credit card usage patterns are observed in terms of card possession, usage frequency, spending amount and usage motivation. The study adopts a quantitative research approach through survey questionnaires to link marketing strategies with credit card usage. Logistic regression was performed to determine the relationship between marketing strategies and credit card usage. The 4Ps of credit card providers’ marketing strategies (namely product, pricing, promotion and place/availability)have been shown to exert various degrees of influence on credit card usage. The study found product, pricing and availability strategies influence credit card usage, but there is no significant relationship between promotion strategies and credit card usage among Malaysians. UPM Press 2016-11 Article PeerReviewed application/pdf en http://irep.iium.edu.my/55533/1/009%20Pertanika%20Siti%20Rahayu.pdf application/pdf en http://irep.iium.edu.my/55533/2/55533_do%20marketing%20strategies_SCOPUS.pdf Kassim, Salina and Hussin, Siti Rahayu (2016) Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia. Pertanika Journal of Social Science and Humanities, 24 (S) (November). pp. 179-192. ISSN 0128-7702 (In Press) |
| spellingShingle | HG179 Personal finance HG3691 Credit Kassim, Salina Hussin, Siti Rahayu Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title | Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title_full | Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title_fullStr | Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title_full_unstemmed | Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title_short | Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia |
| title_sort | do marketing strategies have significant influence on usage of credit cards? empirical evidence from malaysia |
| topic | HG179 Personal finance HG3691 Credit |
| url | http://irep.iium.edu.my/55533/ http://irep.iium.edu.my/55533/1/009%20Pertanika%20Siti%20Rahayu.pdf http://irep.iium.edu.my/55533/2/55533_do%20marketing%20strategies_SCOPUS.pdf |