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Key Factors Determining the Expected Benefit of Customers When Using Bank Cards: An Analysis on Millennials and Generation Z in Romania

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Department of Business Information Systems, Alexandru Ioan Cuza University, Iasi 700506, Romania
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Department of Management, Marketing and Business Administration, Alexandru Ioan Cuza University, Iasi 700506, Romania
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Author to whom correspondence should be addressed.
Symmetry 2019, 11(12), 1449; https://doi.org/10.3390/sym11121449
Received: 25 October 2019 / Revised: 20 November 2019 / Accepted: 21 November 2019 / Published: 25 November 2019
The purpose of this article is to define the level of significance of the different indicators that influence the benefits expected by the customers when deciding on a bank card. The most important indicators that affect the expectations when using the bank card were considered: The level of the credit limit, the existence of rewards programs, the costs associated with the card, the existence of associated services of type e-banking/m-banking, the image and the social status, the possibility to perform ATM cash operations, customer service, ease of use and volume of information on the card. The research was carried out on a sample of 148 bank cardholders in Romania from the Millennials and Generation Z. The values of the indicators for different categories of users of bank cards and different age categories can be determined based on the obtained results and the tests performed. The determined values of the indicators represent the basic elements for building a regression model that will help bank managers to optimize their personalized offers in relation to customer expectations. View Full-Text
Keywords: bank cards; customers’ benefits; banking sector; Millennials; Generation Z; regression modelling bank cards; customers’ benefits; banking sector; Millennials; Generation Z; regression modelling
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Dospinescu, O.; Anastasiei, B.; Dospinescu, N. Key Factors Determining the Expected Benefit of Customers When Using Bank Cards: An Analysis on Millennials and Generation Z in Romania. Symmetry 2019, 11, 1449.

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