Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Customer Perceived Value of Credit Card Rewards: A study on Canadian Consumers
University of Gävle, Faculty of Education and Business Studies.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Title:

Customer Perceived Value of Credit Card Rewards

- A study on Canadian Consumers

Level:

Final assignment for Bachelor’s Degree in Business

Administration

Author:

Lisa Smedley

Supervisor:

Jonas Kågström

Date:

2013 - January

Aim:

The aim of this study is to investigate what influences Customer Perceived Value; where Canadian consumers’ preferences lie in terms of rewards in the Canadian credit card industry.

Method:

After researching previous studies and determining what constructs have been utilized prior on similar research topics, I implement a quantitative, and to some extend iterative, research approach. Through survey research, I investigate Canadian consumer preferences through a survey sample of 124 Canadian consumers in Calgary, Alberta, Canada.

Result & Conclusions:

One finding in the study indicates that utilitarian benefits, which provide financial gain for the card holder, are perceived by respondents as the most valuable reward. Another finding is that inexperienced credit card holders see significantly greater value in symbolic benefits than experienced card holders do. The present study does not support the theory that customer involvement influences the customer’s perception of rewards. 2

Suggestions for future research:

More extensive research is needed on the subject of whether Canadian consumers’ perceived value of rewards is influenced by their level of involvement in their credit card. Also, studies involving additional factors that could possibly determine a consumer’s perception of rewards, such as income and ethnicity should be investigated for a more well-rounded understanding of customer preferences.

Contribution of the thesis:

The present study contributes with new findings that can be of substantial significance for Canadian financial institutions as it provides insight into what credit card rewards Canadian consumers perceive as being valuable to them.

Key words:

Rewards programs, credit cards, customer loyalty, perceived customer value, timing of reward, type of reward, dimension of benefit, utilitarian, hedonic, symbolic

Place, publisher, year, edition, pages
2013. , 100 p.
Keyword [en]
Rewards programs, credit cards, customer loyalty, perceived customer value, timing of reward, type of reward, dimension of benefit, utilitarian, hedonic, symbolic
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-13865Archive number: FEK:DiVA 5/2013OAI: oai:DiVA.org:hig-13865DiVA: diva2:606850
Subject / course
Business administration
Educational program
Business administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-02-28 Created: 2013-02-20 Last updated: 2013-02-28Bibliographically approved

Open Access in DiVA

Lisa Smedley(1745 kB)1139 downloads
File information
File name FULLTEXT01.pdfFile size 1745 kBChecksum SHA-512
9aba60d0a8ee16de9899a41750ab2ad278f8728845f9cb5b59e2e731f185ae2046bf4a1693f23819f1012367fa5a16ca0e200f18dd8abc92a9d7fe5443b64000
Type fulltextMimetype application/pdf

By organisation
Faculty of Education and Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1139 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 705 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf