Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians
This study aims to explore the impact of marketing strategies undertaken by the credit card providers on credit card usage. To evaluate the existing marketing strategies by the credit card providers, specific questions on customers perceptions regarding credit card product, promotional, pricing and...
| Main Authors: | , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/31677/ http://psasir.upm.edu.my/id/eprint/31677/1/31677.pdf |
| _version_ | 1848847014942474240 |
|---|---|
| author | Kassim, Salina Hussin, Siti Rahayu Jamal, NurAien |
| author_facet | Kassim, Salina Hussin, Siti Rahayu Jamal, NurAien |
| author_sort | Kassim, Salina |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study aims to explore the impact of marketing strategies undertaken by the credit card providers on
credit card usage. To evaluate the existing marketing strategies by the credit card providers, specific questions on customers perceptions regarding credit card product, promotional, pricing and place strategies (such as branding,
reputation, advertisements, sales promotions, direct marketing strategies and finance charges) were designed.
Meanwhile, credit card usage patterns were measured with questions on card possession, usage frequency, spending amount and usage motivation adapted from Kara et al., 1994. The study adopts a quantitative research approach through survey questionnaires and interviews in linking marketing strategies to credit card usage. Additionally, logistic regression was performed on the data to determine if there are any relationships between marketing strategies of the credit card providers with credit card usage. The results of this study would provide significant inputs to policy makers to better understand the credit card usage in Malaysia. |
| first_indexed | 2025-11-15T09:11:53Z |
| format | Conference or Workshop Item |
| id | upm-31677 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:11:53Z |
| publishDate | 2012 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-316772015-01-16T03:50:50Z http://psasir.upm.edu.my/id/eprint/31677/ Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians Kassim, Salina Hussin, Siti Rahayu Jamal, NurAien This study aims to explore the impact of marketing strategies undertaken by the credit card providers on credit card usage. To evaluate the existing marketing strategies by the credit card providers, specific questions on customers perceptions regarding credit card product, promotional, pricing and place strategies (such as branding, reputation, advertisements, sales promotions, direct marketing strategies and finance charges) were designed. Meanwhile, credit card usage patterns were measured with questions on card possession, usage frequency, spending amount and usage motivation adapted from Kara et al., 1994. The study adopts a quantitative research approach through survey questionnaires and interviews in linking marketing strategies to credit card usage. Additionally, logistic regression was performed on the data to determine if there are any relationships between marketing strategies of the credit card providers with credit card usage. The results of this study would provide significant inputs to policy makers to better understand the credit card usage in Malaysia. 2012 Conference or Workshop Item NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/31677/1/31677.pdf Kassim, Salina and Hussin, Siti Rahayu and Jamal, NurAien (2012) Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians. In: International Conference on Arts, Social Sciences & Technology 2012 , 3-4 Mar. 2012, Penang, Malaysia. (pp. 1-11). |
| spellingShingle | Kassim, Salina Hussin, Siti Rahayu Jamal, NurAien Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title | Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title_full | Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title_fullStr | Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title_full_unstemmed | Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title_short | Customers perception of credit card marketing strategies and its relationship with credit card usage among Malaysians |
| title_sort | customers perception of credit card marketing strategies and its relationship with credit card usage among malaysians |
| url | http://psasir.upm.edu.my/id/eprint/31677/ http://psasir.upm.edu.my/id/eprint/31677/1/31677.pdf |