Customer Preference For Alternative Credit Card Based Payment Methods: Some Empirical Evidence

Abstract

This article looks at consumer preferences for two major types of credit cards viz: (1) national credit cards i.e. bank credit cards and travel and entertainment cards that are typically accepted at a wide variety of establishments and (2) store credit cards whose acceptance is typically limited to stores that constitute a department store chain. Through a mail survey, an attempt is made to identify the reasons for card preferences and distinguishing background characteristics of individuals with a distinct preference.