Plastic choices: Consumer usage of bank cards versus proprietary credit cards

Using survey data from retail and gasoline cardholders, the substitution of general purpose (bank) cards for proprietary cards and how issuers can predict which consumers are most likely to substitute, is examined. Convenience and rebates are the primary reasons for using a bank card. However, consu...

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Bibliographic Details
Published in:Journal of economics and finance 2002, Vol.26 (2), p.216-232
Main Authors: Carow, Kenneth A., Staten, Michael E.
Format: Article
Language:English
Subjects:
Brand loyalty
Consumer behavior
Consumers
Costs
Credit card industry
Credit cards
Customer services
Customers
Hypotheses
Inventory
Lines of credit
Petroleum marketers
Polls & surveys
Proprietary
Rebates
Retail stores
Statistical analysis
Studies
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Summary:Using survey data from retail and gasoline cardholders, the substitution of general purpose (bank) cards for proprietary cards and how issuers can predict which consumers are most likely to substitute, is examined. Convenience and rebates are the primary reasons for using a bank card. However, consumers use their proprietary gasoline cards to keep purchase records and proprietary retail cards to obtain better service. These results help explain the growth in popularity of "co-branded" cards.
ISSN:1055-0925
1938-9744
DOI:10.1007/BF02755987