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...

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Main Authors:	Kassim, Salina, Hussin, Siti Rahayu
Format:	Article
Language:	English English
Published:	UPM Press 2016
Subjects:	HG179 Personal finance HG3691 Credit
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

id	iium-55533
recordtype	eprints
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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HG179 Personal finance HG3691 Credit
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
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.
format	Article
author	Kassim, Salina Hussin, Siti Rahayu
author_facet	Kassim, Salina Hussin, Siti Rahayu
author_sort	Kassim, Salina
title	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_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_sort	do marketing strategies have significant influence on usage of credit cards? empirical evidence from malaysia
publisher	UPM Press
publishDate	2016
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
first_indexed	2023-09-18T21:18:29Z
last_indexed	2023-09-18T21:18:29Z
_version_	1777411722920853504

Do marketing strategies have significant influence on usage of credit cards? empirical evidence from Malaysia

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