Mediator Effect of Factors Affecting Credit Card Preference on The Effect of Consumers' Personality Traits on Monthly Credit Card Usage Frequency

Özet

Purpose – The point of the study is to examine the relationship between the personal characteristics of bank retail customers and the factors that may affect their credit card alternatives via the frequency of usage of such credit cards.

Design/methodology/approach – This study falls within the scope of correlational research model in this respect. The correlational research approach provides for the clarification of the relationship between variables as well as the prediction of the findings. This study's sampling is based on 610 bank retail customers who had access to credit lines defined using easily available sampling methodologies. The research findings are produced using the following criteria: (1) personality inventory as the primary factor, (2) frequency of credit card usage each month, and (3) factors that influence credit card preference. The total score for each criterion is established by the criteria applicable to subsequent factor analysis that were developed in line with the data that fell within the scope of this study.

Findings – As a result, the total scores were computed first. The skewness and kurtosis coefficients were calculated to determine whether or not such derived scores were distributed smoothly. The structural equation model was used to establish how the variables were clarified through the criteria used in credit card preference and customer behaviour based on the frequency of credit card use. According to the findings, when the factors impacting credit card preference that are based on the personal characteristics of retail customers are applied, the structural equation model used to establish for the instances that may have an influence on the frequency of credit card usage is substantiated.

Discussion – In principle, when the studies are analyzed, the relevance of a complex but holistic research setting that incorporates not only an overall scanning of the customers' psychologies but also future scenarios comes to the forefront in conformity with the results of this study.