Debit and credit card usage and satisfaction
Identifieur interne : 001C37 ( Istex/Corpus ); précédent : 001C36; suivant : 001C38Debit and credit card usage and satisfaction
Auteurs : Thomas Foscht ; Cesar Maloles ; Bernhard Swoboda ; Sweelim ChiaSource :
- International Journal of Bank Marketing [ 0265-2323 ] ; 2010-03-02.
Abstract
Purpose This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Designmethodologyapproach A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards. Findings Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on hisher personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on hisher attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originalityvalue Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.
Url:
DOI: 10.1108/02652321011018332
Links to Exploration step
ISTEX:367040A78AD93B2565F1A89DF2C4D8ED0066413DLe document en format XML
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It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Designmethodologyapproach A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards. Findings Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on hisher personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on hisher attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originalityvalue Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.</div></front></TEI><istex><corpusName>emerald</corpusName><author><json:item><name>Thomas Foscht</name><affiliations><json:string>Department of Marketing, University of Graz, Universitaetsstrasse, Graz, Austria</json:string></affiliations></json:item><json:item><name>Cesar Maloles III</name><affiliations><json:string>Department of Marketing and Entrepreneurship, California State University, Hayward, California, USA</json:string></affiliations></json:item><json:item><name>Bernhard Swoboda</name><affiliations><json:string>Department of Marketing and Retailing, University of Trier, Trier, Germany</json:string></affiliations></json:item><json:item><name>SweeLim Chia</name><affiliations><json:string>La Salle University, Philadelphia, Pennsylvania, USA</json:string></affiliations></json:item></author><subject><json:item><lang><json:string>eng</json:string></lang><value>Customer satisfaction</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Credit cards</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Debit cards</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Banks</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Austria</value></json:item></subject><language><json:string>eng</json:string></language><originalGenre><json:string>research-article</json:string></originalGenre><abstract>Purpose This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. 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Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on hisher personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on hisher attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originalityvalue Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.</abstract><qualityIndicators><score>10</score><pdfVersion>1.3</pdfVersion><pdfPageSize>519 x 680 pts</pdfPageSize><refBibsNative>true</refBibsNative><keywordCount>5</keywordCount><abstractCharCount>2169</abstractCharCount><pdfWordCount>6204</pdfWordCount><pdfCharCount>38468</pdfCharCount><pdfPageCount>16</pdfPageCount><abstractWordCount>320</abstractWordCount></qualityIndicators><title>Debit and credit card usage and satisfaction</title><refBibs><json:item><author><json:item><name>A. 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Laster</name></json:item></author><host><volume>1</volume><issue>1</issue><author></author><title>Current Issues in Economics and Finance</title></host><title>The electronic purse</title></json:item></refBibs><genre><json:string>research-article</json:string></genre><host><volume>28</volume><publisherId><json:string>ijbm</json:string></publisherId><pages><last>165</last><first>150</first></pages><issn><json:string>0265-2323</json:string></issn><issue>2</issue><subject><json:item><value>Marketing</value></json:item><json:item><value>Marketing strategy/methods</value></json:item></subject><genre><json:string>journal</json:string></genre><language><json:string>unknown</json:string></language><title>International Journal of Bank Marketing</title><doi><json:string>10.1108/ijbm</json:string></doi></host><categories><wos></wos><scienceMetrix><json:string>economic & social sciences</json:string><json:string>economics & business </json:string><json:string>marketing</json:string></scienceMetrix></categories><publicationDate>2010</publicationDate><copyrightDate>2010</copyrightDate><doi><json:string>10.1108/02652321011018332</json:string></doi><id>367040A78AD93B2565F1A89DF2C4D8ED0066413D</id><score>1.2543283</score><fulltext><json:item><extension>pdf</extension><original>true</original><mimetype>application/pdf</mimetype><uri>https://api.istex.fr/document/367040A78AD93B2565F1A89DF2C4D8ED0066413D/fulltext/pdf</uri></json:item><json:item><extension>zip</extension><original>false</original><mimetype>application/zip</mimetype><uri>https://api.istex.fr/document/367040A78AD93B2565F1A89DF2C4D8ED0066413D/fulltext/zip</uri></json:item><istex:fulltextTEI uri="https://api.istex.fr/document/367040A78AD93B2565F1A89DF2C4D8ED0066413D/fulltext/tei"><teiHeader><fileDesc><titleStmt><title level="a" type="main" xml:lang="en">Debit and credit card usage and satisfaction</title><title level="a" type="sub" xml:lang="en">Who uses which and why evidence from Austria</title></titleStmt><publicationStmt><authority>ISTEX</authority><publisher>Emerald Group Publishing Limited</publisher><availability><p>© Emerald Group Publishing Limited</p></availability><date>2010</date></publicationStmt><sourceDesc><biblStruct type="inbook"><analytic><title level="a" type="main" xml:lang="en">Debit and credit card usage and satisfaction</title><title level="a" type="sub" xml:lang="en">Who uses which and why evidence from Austria</title><author xml:id="author-1"><persName><forename type="first">Thomas</forename><surname>Foscht</surname></persName><affiliation>Department of Marketing, University of Graz, Universitaetsstrasse, Graz, Austria</affiliation></author><author xml:id="author-2"><persName><forename type="first">Cesar</forename><surname>Maloles</surname></persName><roleName type="degree">III</roleName><affiliation>Department of Marketing and Entrepreneurship, California State University, Hayward, California, USA</affiliation></author><author xml:id="author-3"><persName><forename type="first">Bernhard</forename><surname>Swoboda</surname></persName><affiliation>Department of Marketing and Retailing, University of Trier, Trier, Germany</affiliation></author><author xml:id="author-4"><persName><forename type="first">SweeLim</forename><surname>Chia</surname></persName><affiliation>La Salle University, Philadelphia, Pennsylvania, USA</affiliation></author></analytic><monogr><title level="j">International Journal of Bank Marketing</title><idno type="pISSN">0265-2323</idno><idno type="DOI">10.1108/ijbm</idno><imprint><publisher>Emerald Group Publishing Limited</publisher><date type="published" when="2010-03-02"></date><biblScope unit="volume">28</biblScope><biblScope unit="issue">2</biblScope><biblScope unit="page" from="150">150</biblScope><biblScope unit="page" to="165">165</biblScope></imprint></monogr><idno type="istex">367040A78AD93B2565F1A89DF2C4D8ED0066413D</idno><idno type="DOI">10.1108/02652321011018332</idno><idno type="filenameID">0320280204</idno><idno type="original-pdf">0320280204.pdf</idno><idno type="href">02652321011018332.pdf</idno></biblStruct></sourceDesc></fileDesc><profileDesc><creation><date>2010</date></creation><langUsage><language ident="en">en</language></langUsage><abstract><p>Purpose This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Designmethodologyapproach A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards. Findings Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on hisher personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on hisher attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originalityvalue Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.</p></abstract><textClass><keywords scheme="keyword"><list><head>keywords</head><item><term>Customer satisfaction</term></item><item><term>Credit cards</term></item><item><term>Debit cards</term></item><item><term>Banks</term></item><item><term>Austria</term></item></list></keywords></textClass><textClass><keywords scheme="Emerald Subject Group"><list><label>cat-MARK</label><item><term>Marketing</term></item><label>cat-MSM</label><item><term>Marketing strategy/methods</term></item></list></keywords></textClass></profileDesc><revisionDesc><change when="2010-03-02">Published</change></revisionDesc></teiHeader></istex:fulltextTEI><json:item><extension>txt</extension><original>false</original><mimetype>text/plain</mimetype><uri>https://api.istex.fr/document/367040A78AD93B2565F1A89DF2C4D8ED0066413D/fulltext/txt</uri></json:item></fulltext><metadata><istex:metadataXml wicri:clean="corpus emerald not found" wicri:toSee="no header"><istex:xmlDeclaration>version="1.0" encoding="UTF-8"</istex:xmlDeclaration><istex:document><!-- Auto generated NISO JATS XML created by Atypon out of MCB DTD source files. Do Not Edit! --><article dtd-version="1.0" xml:lang="en" article-type="research-article"><front><journal-meta><journal-id journal-id-type="publisher-id">ijbm</journal-id><journal-id journal-id-type="doi">10.1108/ijbm</journal-id><journal-title-group><journal-title>International Journal of Bank Marketing</journal-title></journal-title-group><issn pub-type="ppub">0265-2323</issn><publisher><publisher-name>Emerald Group Publishing Limited</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.1108/02652321011018332</article-id><article-id pub-id-type="original-pdf">0320280204.pdf</article-id><article-id pub-id-type="filename">0320280204</article-id><article-categories><subj-group subj-group-type="type-of-publication"><compound-subject><compound-subject-part content-type="code">research-article</compound-subject-part><compound-subject-part content-type="label">Research paper</compound-subject-part></compound-subject></subj-group><subj-group subj-group-type="subject"><compound-subject><compound-subject-part content-type="code">cat-MARK</compound-subject-part><compound-subject-part content-type="label">Marketing</compound-subject-part></compound-subject><subj-group><compound-subject><compound-subject-part content-type="code">cat-MSM</compound-subject-part><compound-subject-part content-type="label">Marketing strategy/methods</compound-subject-part></compound-subject></subj-group></subj-group></article-categories><title-group><article-title>Debit and credit card usage and satisfaction</article-title><subtitle>Who uses which and why – evidence from Austria</subtitle></title-group><contrib-group><contrib contrib-type="author"><string-name><given-names>Thomas</given-names> <surname>Foscht</surname></string-name><aff>Department of Marketing, University of Graz, Universitaetsstrasse, Graz, Austria</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Cesar</given-names> <surname>Maloles</surname> <suffix>III</suffix></string-name><aff>Department of Marketing and Entrepreneurship, California State University, Hayward, California, USA</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Bernhard</given-names> <surname>Swoboda</surname></string-name><aff>Department of Marketing and Retailing, University of Trier, Trier, Germany</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Swee‐Lim</given-names> <surname>Chia</surname></string-name><aff>La Salle University, Philadelphia, Pennsylvania, USA</aff></contrib></contrib-group><pub-date pub-type="ppub"><day>02</day><month>03</month><year>2010</year></pub-date><volume>28</volume><issue>2</issue><fpage>150</fpage><lpage>165</lpage><permissions><copyright-statement>© Emerald Group Publishing Limited</copyright-statement><copyright-year>2010</copyright-year><license license-type="publisher"><license-p></license-p></license></permissions><self-uri content-type="pdf" xlink:href="02652321011018332.pdf"></self-uri><abstract><sec><title content-type="abstract-heading">Purpose</title><x> – </x><p>This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment.</p></sec><sec><title content-type="abstract-heading">Design/methodology/approach</title><x> – </x><p>A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards.</p></sec><sec><title content-type="abstract-heading">Findings</title><x> – </x><p>Five hypotheses were proposed. Four of the five hypotheses were supported while one, <italic>H4</italic>, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on his/her personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on his/her attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction.</p></sec><sec><title content-type="abstract-heading">Originality/value</title><x> – </x><p>Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.</p></sec></abstract><kwd-group><kwd>Customer satisfaction</kwd><x>, </x><kwd>Credit cards</kwd><x>, </x><kwd>Debit cards</kwd><x>, </x><kwd>Banks</kwd><x>, </x><kwd>Austria</kwd></kwd-group><custom-meta-group><custom-meta><meta-name>peer-reviewed</meta-name><meta-value>yes</meta-value></custom-meta><custom-meta><meta-name>academic-content</meta-name><meta-value>yes</meta-value></custom-meta><custom-meta><meta-name>rightslink</meta-name><meta-value>included</meta-value></custom-meta></custom-meta-group></article-meta></front><body><p>Marketing channels create, among others, possession utility (e.g. <xref ref-type="bibr" rid="b35">Pride and Ferrell, 2008</xref>). Possession utility occurs when channels offer a facilitating mechanism to enable buyers to acquire and/or use products that otherwise have to be paid for in cash at the time of the transaction. Recent technological advances coupled with increasing global competition have increased the number of enabling tools to acquire possession of products. Today, in addition to cash, credit cards, debit cards, smart cards, electronic cash cards, online fund transfers, leasing, and even countertrade have enabled customers to buy and/or use the products they want. However, given this boom in payment modes, there has been relatively little attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. <xref ref-type="bibr" rid="b19">Hirschman (1979</xref>, p. 58) pointed out that research efforts have failed to explore how consumers conduct their transactions and by what systems of payment they consummate economic exchanges. She suggested that this dearth of research may be caused by two assumptions:<list list-type="order"><list-item><label>1. </label><p>that there are no substantively significant differences among payment systems; and</p></list-item><list-item><label>2. </label><p>that even if differences in payment systems existed, these differences did not affect consumer purchasing behavior.</p></list-item></list>Additionally, she indicated that studying this area “appear to present unique and important challenges.” Twenty seven years later, <xref ref-type="bibr" rid="b39">Schreft (2006)</xref> repeated Hirschman's lament that not much attention has been focused on studying consumer payment behavior – until recently. According to Schreft, the impetus for the rising interest in this matter has been the recent innovations and potential future innovations in payment methods. Given the implications for public policy, even the Federal Reserve of the United States has sought to spur research in this area.</p><p>In past studies detailed in the next section, the payment modes that have usually been covered were limited to cash, check, or credit card. Given the explosion of multiple modes of payment, it would be more difficult to undertake a study that covered all or most of the payment modes. Thus, in acknowledgement of the role of technology in this area, the domain of this study is limited to the most popular electronic payment modes at this time, namely credit cards and debit cards. Americans may be surprised to know that debit cards are a popular mode of payment (<xref ref-type="bibr" rid="b5">Borzekowski <italic>et al.</italic> 2008</xref>) since it is only lately that Visa and Mastercard, the leading bankcard associations, pushed the use of debit cards in lieu of credit cards as a payment mode in the United States as well as their other markets. However, in other countries like China, debit card usage preceded credit card usage for some time and is more prevalent (<xref ref-type="bibr" rid="b21">Hu, 2006</xref>, p. 6). Western European countries also use debit cards more than Americans (<xref ref-type="bibr" rid="b18">Hancock and Humphrey, 1998</xref>, p. 1,557). Due to the unevenness of credit and debit card usage in different countries, this study chose to define the boundary of this study to a particular country‐market – Austria. Moreover, as market characteristics, including national character, influence customer behavior (e.g. <xref ref-type="bibr" rid="b24">Kaynak and Harcar, 2001</xref>), it was important to focus on a more or less homogeneous market like Austria.</p><p>This exploratory study seeks to contribute to this field by linking choice of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Managerial implications are also discussed.</p><sec><title>A review of the literature</title><p>Studying payment methods is important because different modes have different effects on a consumer's willingness to spend. For example, <xref ref-type="bibr" rid="b19">Hirschman (1979)</xref> found differences in consumer purchase behavior based on credit card characteristics. <xref ref-type="bibr" rid="b13">Feinberg (1986)</xref> demonstrated that credit cards can serve as a facilitating stimuli that encourages spending. He suggested that consumers become “conditioned” to spend.</p><p>Consumer research on credit and debit cards has been lopsided in favor of credit cards. Many of these studies focus on the descriptive nature of who uses credit cards (e.g. <xref ref-type="bibr" rid="b28">Mantel, 2000</xref>), how they differ from non‐users (<xref ref-type="bibr" rid="b30">Martell and Fitts, 1981</xref>), identification of good versus bad credit risks (<xref ref-type="bibr" rid="b17">Grablowsky, 1975</xref>), and credit card usage by product type (<xref ref-type="bibr" rid="b31">Matthews and Slocum, 1969</xref>). Many of these studies are dated and most are focused on the American credit card holder.</p><p>The few consumer studies on debit cards have likewise focused on usage rates (e.g. <xref ref-type="bibr" rid="b29">Marshall and Heslop, 1987</xref>), demographic profiles of both users and non‐users (e.g. <xref ref-type="bibr" rid="b20">Ho <italic>et al.</italic>, 1990</xref>; <xref ref-type="bibr" rid="b27">Leblanc, 1990</xref>), and usage and non‐usage reasons (<xref ref-type="bibr" rid="b12">El‐Haddad and Almahmeed, 1992</xref>).</p><p><xref ref-type="bibr" rid="b25">King and King (2005)</xref> showed that consumers are always better off using credit cards over debit cards. The authors suggest that such is true only if the card holder does not carry a balance or has not reached the credit limit for the card. However, <xref ref-type="bibr" rid="b25">King and King (2005)</xref> attribute the rapid increase of debit card usage to two reasons:<list list-type="order"><list-item><label>1. </label><p>the fact that even for individuals who do not carry a balance and therefore, do not pay interest, credit cards are not seen as a substitute for a debit card; and</p></list-item><list-item><label>2. </label><p>consumers' fear of credit because of how credit could affect their wallets and spending habits.</p></list-item></list>The latter conclusion is consistent with the findings of <xref ref-type="bibr" rid="b10">Drentea (2000)</xref> that higher ratio of credit card debt to income increases anxiety.</p><p>In addition to payment mode choice, marketing managers are also interested in continuous usage. However, repeated choice and usage of a particular payment mode is contingent upon the user's satisfaction with that payment mode.</p><p><xref ref-type="bibr" rid="b8">Churchill and Suprenant (1982)</xref> defined customer satisfaction as a comparison of the rewards and costs associated with the use or purchase of a good or service in relation to the anticipated consequences of the use or purchase. They likened customer satisfaction to an attitude. In addition, they suggested that satisfaction is related to the size and direction of the disconfirmation of expectations experience. Thus, in addition to the leading role of expectations (<xref ref-type="bibr" rid="b34">Prakash and Lounsbury, 1984</xref>), performance (<xref ref-type="bibr" rid="b8">Churchill and Suprenant, 1982</xref>) and desires (<xref ref-type="bibr" rid="b42">Spreng <italic>et al.</italic>, 1996</xref>) are also determinants of customer satisfaction.</p><p><xref ref-type="bibr" rid="b2">Bitner and Hubert (1994)</xref> suggested that customer satisfaction of services consists of two elements: service encounter satisfaction and overall service satisfaction. They suggested that a cumulative positively satisfying service encounter creates a more global feeling of satisfaction. High levels of customer satisfaction has been linked to behavioral intentions including attitude change (<xref ref-type="bibr" rid="b3">Bolton and Drew, 1991</xref>), repeat purchase intentions, and customer loyalty (<xref ref-type="bibr" rid="b6">Boulding <italic>et al.</italic>, 1993</xref>; <xref ref-type="bibr" rid="b37">Ryan and Ployhart, 2003</xref>).</p><p>A metric to gauge satisfaction would be the rate of acceptance of the payment mode. The customer satisfaction literature indicates that one of the effects of satisfaction is positive word‐of‐mouth (e.g. <xref ref-type="bibr" rid="b14">File and Prince, 1992</xref>). Consequently, the positive word‐of‐mouth will lead to a higher acceptance rate. Conversely, dissatisfaction will lead to negative word‐of‐mouth and eventually, a slower acceptance rate. This conclusion is also borne out by research on diffusion. For example, <xref ref-type="bibr" rid="b16">Gatignon <italic>et al.</italic> (2001)</xref> found that as social interaction increased, the propensity to imitate also increased.</p><p>The rate of adoption of innovations for different countries varies according to the characteristics of these countries (<xref ref-type="bibr" rid="b43">Takada and Jain, 1991</xref>). Absent regulatory conditions, rapid acceptance of the innovation may be seen as increasing satisfaction with the product (<xref ref-type="bibr" rid="b36">Rust and Zahorik, 1993</xref>). Conversely, a slow rate of adoption may be a signal that the product has not been effectively communicated to the target population. Worse still, it may be a sign that the product does not meet the needs of the target market.</p><sec><title>Credit versus debit cards</title><p>It is necessary to define and differentiate the characteristics of credit cards versus debit cards from a consumer's perspective in order to understand the consumer's behavior. Credit cards and debit cards are cards issued under an umbrella brand by individual financial institutions that are members of a bankcard association (i.e. Visa, Mastercard) or by individual institutions. The features (including credit limit) of a particular credit card or debit card issued through a bankcard association, however, are determined by the individual firm and not by the bankcard association. Some credit and debit cards are restricted in their usage to the issuer's retail outlets (such as store credit cards) and are therefore, limited in their functionality.</p><p>Credit cards are a mode of payment that allows a buyer to purchase a product or service immediately even if the buyer does not have the money at hand. The buyer is able to do this because a financial institution has extended credit to him/her. Upon use of the credit card, the buyer is obliged to pay back the amount used in full by a certain time (i.e. grace period) without interest or in smaller payment amounts over time with interest. The chief attraction for a credit card user is the ability to engage in immediate gratification without immediately shelling out money. For some, not having to pay cash immediately upon purchase also provides a way to earn additional monies (assuming excess funds are fully invested) which is known in industry parlance as the “float.”</p><p>Even though this study has defined the domain of the study to comprise credit and debit cards only, it is important to discuss charge cards as many people regard charge cards and credit cards as being nearly synonymous. Charge cards are issued by individual companies (e.g. American Express) and generally do not involved revolving credit lines. The charge card is similar to a credit card in that a charge card, like credit cards, allows the buyer to acquire the product immediately without necessarily having the funds at the time of purchase. However, traditional charge cards require full payment on the due date. More recently, traditional charge card issuers have provided the option to extend payment for which they charge interest. This blurs the distinction between credit cards and charge cards.</p><p>Debit cards, on the other hand, are a form of payment that requires that the buyer has the funds (or a line of credit attached to the account) in his/her account before a purchase transaction is consummated. The chief advantage of using a debit card is that it is a cashless way of paying cash for a product or service. The immediate deduction of the payment amount from the account also ensures that the customer does not spend more than what he/she has in his/her account. However, a service fee may be levied by the financial institution processing the debit transaction.</p></sec></sec><sec><title>Hypothesis development</title><p><xref ref-type="bibr" rid="b38">Santomero and Seater (1996)</xref> suggested that the diffusion of electronic payment media is largely dependent on the parties involved, namely, the consumer, the merchant and the bankcard issuer. Quoting <xref ref-type="bibr" rid="b45">Wenninger and Laster (1995)</xref>, they indicated that the modes should have “enough features of value to its three constituencies to induce them to bear the cost.” This study focuses on the consumer rather than the merchant and the bank card issuer although it would be safe to assume that both the merchant and the bank card issuer gain financially in switching customers to these modes of payment. For consumers, value may be obtained by the convenience provided by credit and debit cards and the reduction in the opportunity costs and risks associated with carrying cash around (e.g. no interest earned, possibility of cash getting lost or stolen, etc.) or writing cheques (e.g. more paperwork, need for accurate record keeping, stolen or forged cheques, etc.).</p><p>Diffusion theory also specifies that the rate of diffusion of is a function of the innovation's characteristics (i.e. relative advantage, compatibility, simplicity, observability, and trialability) and the adoptor's characteristics (e.g., cultural, economic, demographic, and psychographic variables). For example, <xref ref-type="bibr" rid="b1">Abdul‐Muhmin (1998)</xref> showed that there were significant differences in attitudes and usage of point‐of‐sale systems between genders and among cultural backgrounds and income levels. The differences in personal characteristics often lead to differences in needs. As a result, different people may want different benefits from the same product. These individual characteristics and their associated needs and benefits sought are collectively referred to as personal attributes. From this, our first hypothesis is derived:</p><p><italic>H1</italic>. Differences in personal attributes will lead to a difference in the acceptance rate of credit cards and debit cards.</p><p>People often make judgments about the desirability of a product based on that product's features and characteristics. In fact, according to <xref ref-type="bibr" rid="b7">Cateora and Graham (2007</xref>, p. 345), a product's characteristics influences whether the product will be accepted by its intended market. <xref ref-type="bibr" rid="b26">Kinsey (1981)</xref>, for example, demonstrated that time‐constrained households were more likely to use credit cards because these cards were a time‐saving device. Saving time is not the only benefit that debit and credit cards offer. Worldwide acceptance, high credit limits, cost‐free travel, accident, baggage, and car‐rental insurance, ability to spread out payments over time, status, concierge services, are some of the many features that financial institutions offer. Of course, the mix of card features is based on the market segment being targeted. To the extent that these product features meet the criteria for rapid diffusion mentioned above, a second hypothesis is proposed:</p><p><italic>H2</italic>. The card product that has the more relevant features to the individual will likely be preferred.</p><p>In addition to a product's features and characteristics, people develop expectations about what the product can do for them. These benefits may be concrete or psychic. Some of these concrete benefits include acceptance worldwide, which reduces the need to exchange and carry various currencies, more accurate bookkeeping as all purchases are recorded in one statement, and concierge services like access to airport lounges. Examples of psychic benefits include status accorded by possession of an elite card and a feeling of security if the card is lost or stolen or used fraudulently. While the benefits sought and valued by the individual would vary according to the demographic and lifestyle characteristics of that individual, and not all features would be relevant to every cardholder, knowing that possession of the card will allow the cardholder to avail of the benefits when needed may become a draw by itself. This is known as the mere‐possession effect (<xref ref-type="bibr" rid="b40">Sen and Johnson, 1997</xref>). Consequently, the following hypothesis is suggested:</p><p><italic>H3</italic>. The more beneficial a person's expectations of a credit (debit) card's benefits, the more likely the person's attitude will be favorable toward the credit (debit) card.</p><p>As has been noted in the introductory paragraphs, a key objective is to identify the determinants of customer satisfaction for credit and debit cards. The rationale for this is the linkage between satisfaction and behavioral intentions (e.g. <xref ref-type="bibr" rid="b44">Taylor and Baker, 1994</xref>). <xref ref-type="bibr" rid="b11">East (1997)</xref> showed that satisfied customers are more likely to purchase repeatedly and try line extensions.</p><p>In the brief literature review section, the study identified the main drivers of satisfaction. To reiterate, these are expectations, performance, disconfirmation and desires. <italic>H1</italic> was derived based on an individual's product expectations relative to his/her needs; <italic>H2</italic> is a result of the individual's evaluation of the product's performance relative to his/her needs. <italic>H3</italic> is based on the individual's attitude formation <italic>ipso facto</italic> as a result of the confirmation or disconfirmation of expectations. Together, these three hypotheses allude to three dimensions of customer satisfaction. Assuming that these prior hypotheses are supported, the following hypotheses are also posited:</p><p><italic>H4</italic>. Positive evaluations of expectations, performance, and desires lead to customer satisfaction;</p><p><italic>H5</italic>. Higher customer satisfaction with a particular payment mode results in increased intention to use and intention to recommend that payment mode.</p><p>These hypotheses were tested using a research methodology described in the next section.</p></sec><sec><title>Research methodology</title><p>To test these hypotheses empirically, intercept interviews were conducted with 360 Austrian bank customers using a structured questionnaire. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered in the analysis as there were relatively few women in this age range who had debit and credit cards.</p><p>The questionnaire used for the study consisted of a mix of open‐ended and structured questions and was organized in three sections. The first section included a filter question to qualify respondents. It also dealt with attitudes towards payment methods and the reasons for possessing a particular card. In the second section, people were asked about their particular credit card(s). The final section contained questions about a respondent's demographics and psychographics including travel behavior. Since the ability to use credit and debit cards worldwide is the most common feature of both types of cards, the questionnaire relied on travel behavior as way to differentiate the two groups.</p><p>The respondents come from varied demographic and economic backgrounds. <xref ref-type="fig" rid="F_0320280204001">Table I</xref> provides a snapshot of the sample's characteristics.</p></sec><sec><title>Analysis and discussion of results</title><p>The first part of the analysis looked at the differences between those people who prefer a debit card versus those people who prefer a credit card. <xref ref-type="fig" rid="F_0320280204002">Table II</xref> provides a snapshot of the demographics of the two groups. Of the different demographic variables, only age and employment show obvious differences. Younger people preferred debit cards. This may be explained to income or more correctly, lack of it. Young people do not necessarily have the capacity to pay debt; consequently, they have smaller credit limits. This explains why they are more likely to use debit cards. On the other hand, there are older age groups, which prefer credit cards. This could be explained to some extent by the lack of income as well since the elderly tend to have limited resources. In terms of employment, the percent of self‐employed people who prefer credit cards is more than double of those who prefer debit cards. One may surmise that being self‐employed may not provide a steady revenue stream. Consequently, they may resort to credit cards to supplement their incomes during slow times. It is possible too that they may use credit cards while waiting to be paid by their customers. The analysis also shows that those who prefer credit cards are more likely to have more than one. Again, this could be a function of lack of income or extending payments that are due.</p><p>In looking at travel behavior and income, a <italic>t</italic>‐test was applied to compare the means. <xref ref-type="fig" rid="F_0320280204003">Table III</xref> indicates the results for travel behavior and income. In the area of travel behavior, the aspects “Time per year spent abroad in countries in which Euro is accepted”; “Time per year spent abroad in countries in which Euro is not accepted” (In interpreting the variable; “time per year spent abroad,” a lower value meant that the person spent a longer time abroad; conversely, a high value meant less time was spent abroad); “Number of trips to countries in which Euro is accepted”; and “Number of trips to countries in which Euro is not accepted” (A lower value means that a person traveled less; a higher value means that a person traveled a lot) showed significant differences.</p><p>Also, with regard to income, significant differences could be identified. Considering the results shown in <xref ref-type="fig" rid="F_0320280204002 F_0320280204003">Tables II‐III</xref>, especially looking at the significant mean differences regarding income, <italic>H1</italic> is deemed supported. Interestingly, our results do not conform to the finding of <xref ref-type="bibr" rid="b5">Borzekowski <italic>et al.</italic> (2008)</xref> that debit card usage does not vary substantially with income. An explanation for the variance may lay in the sample (American versus Austrian) as well as that this study look at both credit and debit card usage rather than just debit card usage. The results, however, confirm the other findings of different descriptive studies of users (and non‐users) of credit and debit cards in terms of the demographic profile and associated behavior (e.g. <xref ref-type="bibr" rid="b20">Ho <italic>et al.</italic>, 1990</xref>; <xref ref-type="bibr" rid="b27">Leblanc, 1990</xref>; <xref ref-type="bibr" rid="b12">El‐Haddad and Almahmeed, 1992</xref>; <xref ref-type="bibr" rid="b5">Borzekowski <italic>et al.</italic>, 2008</xref>).</p><p><xref ref-type="bibr" rid="b4">Borzekowski and Kiser (2007)</xref> indicated that “debit cards appear to serve primarily as a substitute for cash and cheques; credit cards are very often used to extend payment” (especially for business travelers who are reimbursed for their expenses after the business trip) and are especially useful when visiting many foreign countries with different currencies. Using the same results as above, it becomes clear that travel behavior becomes an impetus for the use of debit and credit cards. Obviously, these people, who travel a lot and are accustomed to using their credit card more often, are likely to be the same people who prefer credit cards in general versus a debit card. Therefore, there is support for the second hypothesis.</p><p>In the next step, 18 items were factor‐analyzed regarding satisfaction with a particular credit card. These items were developed on the basis on a literature review and on the basis of several in‐depth interviews with experts from the industry. For the exploratory factor analysis, the principal component analysis and the varimax rotation were used.</p><p>The results of the factor analysis, as depicted in <xref ref-type="fig" rid="F_0320280204004">Table IV</xref>, found four factors with a total variance explained of 82.07 percent. The four factors seem quite reliable on the basis of the Cronbach's alpha, except for factor four. This factor, however, was included in analyzing the data further because of content reasons. The four factors are described as follows:<list list-type="order"><list-item><label>1. </label><p><italic>Factor 1</italic>: satisfaction with information provided and complaint resolution.</p></list-item><list-item><label>2. </label><p><italic>Factor 2</italic>: satisfaction with card acceptance outside usual locations.</p></list-item><list-item><label>3. </label><p><italic>Factor 3</italic>: satisfaction with basic features and services.</p></list-item><list-item><label>4. </label><p><italic>Factor 4</italic>: satisfaction with ancillary services.</p></list-item></list>Those four factors are the first part of the following regression models. In the regression models, the construct of overall satisfaction, which consisted of three items and the construct of customer loyalty, which consisted of two items, were also used. For the first construct, a Cronbach's alpha of 0.660 was obtained, for the latter construct, a Cronbach's alpha of 0.671 was recorded.</p><p>The linear regression model for the total sample, respectively the two partial models (model 1 included the satisfaction factors as independent and the overall satisfaction as a dependent variable; model 2 included the overall satisfaction as a independent variable and loyalty as a dependent variable), showed a good overall fit (model 1 corr. <italic>R</italic><sup>2</sup>=0.411 and model 2 corr. <italic>R</italic><sup>2</sup>=0.238). Both models were significant on a level of 0.001. Based on this, it could be concluded that all satisfaction factors have a significant influence on the overall satisfaction and that overall satisfaction has a significant influence on customer loyalty. <xref ref-type="fig" rid="F_0320280204005">Table V</xref> is a tabular illustration of these relationships.</p><p>Aside from these general results, it is also important to consider the results of the model for the two groups of people who prefer credit cards versus debit cards. Basically, both models show a quite good fit and for both models respectively, the part models are significant.</p><p>Factor 2, to some extent, helps in creating an image of the credit card; such an image may enhance the credit card holder's prestige – a psychic benefit. The other factors, on the other hand, relate more to the concrete benefits that the cards provide. Comparing the influence of the factor in the two groups (<xref ref-type="fig" rid="F_0320280204006 F_0320280204007">Tables VI‐VII</xref>), it turns out that the influence for the people who prefer credit cards is 0.381 and highly significant and for those people who prefer debit cards it is 0.139 and significant at a level of 0.05. Therefore, <italic>H3</italic> is supported.</p><p>The influence of all four factors on overall satisfaction is significant for the whole sample based on the analysis above. For each of the two samples, at least three of the four factors have a significant influence on overall satisfaction. The conclusion that can be drawn is that hypothesis 4 is only partially supported.</p><p>Finally, the influence of overall satisfaction on loyalty is significant for the whole sample model as well as for the specific models. Given that the results are significant, the influence on loyalty is quite high (overall model: 0.490, people who prefer debit cards: 0.465, people who prefer credit cards: 0.473). Consequently, support for the fifth hypothesis may be deduced from these results. The results conform to the general findings of the literature on customer satisfaction, behavioral intentions and customer loyalty (e.g., <xref ref-type="bibr" rid="b6">Boulding <italic>et al.</italic>, 1993</xref>; <xref ref-type="bibr" rid="b37">Ryan and Ployhart, 2003</xref>)</p></sec><sec><title>Summary and managerial implications</title><p>Research of consumer payment methods and their effects on customer behavior has been puny relative to other aspects of consumer behavior. This study seeks to help remedy this deficiency. It examined the characteristics of the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Moreover, this study sought to identify the key drivers of customer satisfaction for two modes of payment – credit cards and debit cards.</p><p>Five hypotheses were proposed. Four of the five hypotheses were supported while one only had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on his/her personal attributes. Additionally, the payment method's features and characteristics influence its desirability and acceptance. Furthermore, a person's expectations have an impact on his/her attitude toward the payment method. The study also found that positive expectations, performance, and desires lead to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction.</p><p>Recent moves by the Visa and Mastercard bankcard associations and their member financial institutions to switch consumer usage from cash and paper modes to electronic payment systems are predicated on the belief that such a switch will generate cost efficiencies in an increasingly competitive financial environment. However, to win consumers over to these modes of payment require the cooperation and satisfaction of these consumers. As such, the key to success is careful segmentation of this mature market and creating the fit between the financial institution's payment modes and the needs of their target customers. Segmentation will only be effective if the financial institution is familiar with the needs, wants, and desires of its target market and if it has the capability to meet those needs, wants, and desires. In addition, in creating their marketing strategies, managers should consider the specific characteristics and attitudes of the intended target market. A one‐size‐fits‐all strategy may be inappropriate given the differences that exist among various markets. In targeting markets, a financial institution should identify who are the most receptive to its product.</p><p>Promotional messages should be tailored to meet the particular needs of the intended market. It is important to let the customers know how these new payment modes can help make their everyday buying tasks easier. It is also essential that financial institutions get the merchants to play along although the recent lawsuit by merchants like Wal‐mart against the bankcard associations suggests that there are issues that need to be resolved.</p><p>A complementary strategy would be to entrench customers in these payment modes by:<list list-type="bullet"><list-item><label>• </label><p>offering incentives to consumers; and</p></list-item><list-item><label>• </label><p>creating partnerships with merchants that limit consumers' payment modes to a choice between one that is tedious and one that is more convenient.</p></list-item></list>For example, in the United States, gasoline stations allow motorists to buy gasoline using debit and credit cards, which is more efficient than walking to the cashier to pay with cash. Since only 4 percent of the population are considered to be “unbanked” (people with no bank account), this becomes an effective strategy.</p></sec><sec><title>Limitations of the study and directions for future research</title><p>One of the limitations of this study is the narrow scope of the market – only one country‐market was considered. As such, the results may not be generalizable to other markets. Another limitation is the payment method was restricted only to debit and credit cards. A study that includes all types of payment methods would be more desirable. The study also notes that the mix of features and benefits considered was limited. A more expansive study would probably have more robust results. This would also allow for a broader range of customer types. An interesting study would be the correlation between payment mode and the type of retail outlet (e.g. upscale store versus regular store). Finally, research can be done on the reasons why the respondents do not prefer the alternative payment methods.</p></sec><sec><fig position="float" id="F_0320280204001"><label><bold>Table I<x> </x></bold></label><caption><p>Overview of the demographics of the sample</p></caption><graphic xlink:href="0320280204001.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204002"><label><bold>Table II<x> </x></bold></label><caption><p>Group differences</p></caption><graphic xlink:href="0320280204002.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204003"><label><bold>Table III<x> </x></bold></label><caption><p>Group differences</p></caption><graphic xlink:href="0320280204003.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204004"><label><bold>Table IV<x> </x></bold></label><caption><p>Results from the factor analysis</p></caption><graphic xlink:href="0320280204004.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204005"><label><bold>Table V<x> </x></bold></label><caption><p>Total sample model</p></caption><graphic xlink:href="0320280204005.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204006"><label><bold>Table VI<x> </x></bold></label><caption><p>Model of those people who prefer the debit cards</p></caption><graphic xlink:href="0320280204006.tif"></graphic></fig></sec><sec><fig position="float" id="F_0320280204007"><label><bold>Table VII<x> </x></bold></label><caption><p>Model of those people who prefer the credit cards</p></caption><graphic xlink:href="0320280204007.tif"></graphic></fig></sec></body><back><ref-list><title>References</title><ref id="b1"><mixed-citation><person-group person-group-type="author"><string-name><surname>Abdul‐Muhmin</surname>, <given-names>A.</given-names></string-name></person-group> (<year>1998</year>), “<article-title><italic>Demographic differences in usage and attitudes towards Saudi Arabian EFTPOS 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He is the corresponding author and can be contacted at: thomas.foscht@uni‐graz.at</p><p>Cesar M. Maloles III is a Professor of Marketing at California State University, East Bay, Hayward, California.</p><p>Bernhard Swoboda is a Professor of Marketing at Trier University in Germany.</p><p>Swee‐Lim Chia is an Assistant Professor of Marketing at La Salle University.</p></app></app-group></back></article></istex:document></istex:metadataXml><mods version="3.6"><titleInfo lang="en"><title>Debit and credit card usage and satisfaction</title><subTitle>Who uses which and why evidence from Austria</subTitle></titleInfo><titleInfo type="alternative" lang="en" contentType="CDATA"><title>Debit and credit card usage and satisfaction</title><subTitle>Who uses which and why evidence from Austria</subTitle></titleInfo><name type="personal"><namePart type="given">Thomas</namePart><namePart type="family">Foscht</namePart><affiliation>Department of Marketing, University of Graz, Universitaetsstrasse, Graz, Austria</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Cesar</namePart><namePart type="family">Maloles</namePart><namePart type="termsOfAddress">III</namePart><affiliation>Department of Marketing and Entrepreneurship, California State University, Hayward, California, USA</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Bernhard</namePart><namePart type="family">Swoboda</namePart><affiliation>Department of Marketing and Retailing, University of Trier, Trier, Germany</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">SweeLim</namePart><namePart type="family">Chia</namePart><affiliation>La Salle University, Philadelphia, Pennsylvania, USA</affiliation><role><roleTerm type="text">author</roleTerm></role></name><typeOfResource>text</typeOfResource><genre type="research-article" displayLabel="research-article"></genre><originInfo><publisher>Emerald Group Publishing Limited</publisher><dateIssued encoding="w3cdtf">2010-03-02</dateIssued><copyrightDate encoding="w3cdtf">2010</copyrightDate></originInfo><language><languageTerm type="code" authority="iso639-2b">eng</languageTerm><languageTerm type="code" authority="rfc3066">en</languageTerm></language><physicalDescription><internetMediaType>text/html</internetMediaType></physicalDescription><abstract>Purpose This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Designmethodologyapproach A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards. Findings Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on hisher personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on hisher attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originalityvalue Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.</abstract><subject><genre>keywords</genre><topic>Customer satisfaction</topic><topic>Credit cards</topic><topic>Debit cards</topic><topic>Banks</topic><topic>Austria</topic></subject><relatedItem type="host"><titleInfo><title>International Journal of Bank Marketing</title></titleInfo><genre type="journal">journal</genre><subject><genre>Emerald Subject Group</genre><topic authority="SubjectCodesPrimary" authorityURI="cat-MARK">Marketing</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-MSM">Marketing strategy/methods</topic></subject><identifier type="ISSN">0265-2323</identifier><identifier type="PublisherID">ijbm</identifier><identifier type="DOI">10.1108/ijbm</identifier><part><date>2010</date><detail type="volume"><caption>vol.</caption><number>28</number></detail><detail type="issue"><caption>no.</caption><number>2</number></detail><extent unit="pages"><start>150</start><end>165</end></extent></part></relatedItem><identifier type="istex">367040A78AD93B2565F1A89DF2C4D8ED0066413D</identifier><identifier type="DOI">10.1108/02652321011018332</identifier><identifier type="filenameID">0320280204</identifier><identifier type="original-pdf">0320280204.pdf</identifier><identifier type="href">02652321011018332.pdf</identifier><accessCondition type="use and reproduction" contentType="copyright">© Emerald Group Publishing Limited</accessCondition><recordInfo><recordContentSource>EMERALD</recordContentSource></recordInfo></mods></metadata><serie></serie></istex></record>Pour manipuler ce document sous Unix (Dilib)
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