Credit Card Choice and Usage Among Philippine Cardholders : Possible Marketing Ramifications

• 발행기관: 한국무역연구원
• 저자명: Irish Gem A. Cachuela Jeanette Angeline B. Madamba Reynaldo L. Tan Dinah Pura T. Depositario
• 간행물 정보: 『무역연구』제11권 제4호, 71~92쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.08.30

영문 초록

The Asia-Pacific region has been one of the fastest growing regions in terms of card usage, specifically debit and credit cards. With the increasing number of different kinds of credit cards, providers want to customize their services based on the consumers’ lifestyles. This study focuses on the choice and usage of credit cards as well as the identification of credit card attributes that are valued and important to Philippine credit card users relative to their socio-demographic characteristics. Results show that credit card owners give importance to the bank’s reputation of the credit card provider, the extra benefits and point/reward schemes offered by the cards, cards issued by the banks where the cardholders have existing accounts, personal recommendations and cards with higher credit limits for their initial credit card acquisition. In addition, they utilize their credit cards for convenience, to spread payment or avail of payment installments as well as for safety purposes.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Previous Studies

Ⅲ. Methodology

Ⅳ. Results and Discussion

Ⅴ. Summary, Implications and Conclusion

Ⅵ. Recommendation

References

키워드

Credit Card Choice Credit Card Usage Ordinal Regression Customer Preferences Market Segmentation