مرکز منطقه ای اطلاع رساني علوم و فناوري - A RESEARCH ON SALES DEVELOPMENT ACTIVITIES OF BANKS TO WIDESPREAD THE CREDIT CARD USE

Abstract :

In this research, among the elements of promotion, the sales promotion activities the banks have designed and use to increase profit rate while promoting the use of their credit cards rather than cash are studied. The impact of these utilized sales promotion activities on gender is also examined. In the light of this study, the significant factors affecting credit card preferences of individual customers have been identified and evaluated according to gender sensitivity. In addition, the effective communication method with the customer, the efficient channels to announce innovations, the additional services and banking operations to invest more are identified according to customer preferences with the help of questions directed to the active credit card users in the scope of this research. Moreover, the findings of analysis indicate that there is a need for further development of sales promotion activities to be implemented in terms of improving credit card functions and customer relation management, increasing the number of joint programs and providing the additional services such as insurance and transportation. Furthermore, in terms of gender, female customers should be targeted more while designing sales promotion activities is another significant finding of this research.