Cardholders' Attitude And Bank Credit Card UsageudIn Malaysia: An Exploratory Study

摘要

The study is aimed at validating attributes that influence the differences in attitudes among activeudand inactive cardholders. By focusing on relevant attributes that have been identified, it is believedudthat credit card issuing banks can position themselves effectively via their marketing strategies toudactivate their existing cardholders' usage rate as well as to attract new active cardholders. Thirteenudimportant attributes were used to measure credit cardholders' attitude. These attributes includeudacceptance level, credit limit, interest-free repayment period, annual fee, application approvaludperiod, ancillary functions, handling of cardholders' complaints, issuing bank image, gift/bonus toudnew applicants, card design, leaflet to describe the card,and advertising by the issuing bank.udAcceptance level, credit limit, interest free repayment period, ancillary functions, handling ofudcardholders' complaints, bank image, and bank advertising were found to be the most importantudattributes that influenced cardholders' attitudes in distinguishing active from inactive cardholders.udBased on the results of the study, several suggestions are forwarded to credit card issuing banks asuda step to stimulate credit cardholders' usage level. Among these are to work closer with variousudretailers to promote the credit card payment mode, to provide adequate credit limit to cardholders,udto extend interest free repayment period from 20 days to 30 days, to implement strategic alliancesudwith firms involved in travelling, entertainment, insurance, and telecommunications and, toudadvertise more so as to create a brand name for the issuing bank.