Abstract
This paper aims to investigate the use of cash cards in points of sale (POS), applying the theory of planned behavior. A field survey was conducted in Tehran, Iran. Data was collected and analyzed from 163 customers who have referred to chain stories in the area of Tehran. Findings indicate that the theory of planned behaviour is a suitable instrument to predict using cash cards by customers. In addition, multiple regression analysis revealed that attitude towards cash cards, subjective norms and perceived behavioural control have a positive and significant impact on intention to use cash cards by customers. Managers should consider various facets of customer decision-making process and try to enhance quality of provided payment services to satisfy customers. Keywords: Cash card, Consumer behavior, Service quality, Tehran
Highlights
Consumers significantly increased their use of cash and close substitutes for cash, such as money orders and prepaid cards
This paper aims to investigate the use of cash cards in points of sale (POS), applying the theory of planned behavior
The main objective of this study is to explore how the theory of planned behavior (TPB) could facilitate in predicting the intention to use cash cards in POS of Iran‟s chain stores
Summary
Consumers significantly increased their use of cash and close substitutes for cash, such as money orders and prepaid cards. Consumers reduced their use of credit cards and (to a lesser extent) cash cards, as well as payments made using a bank account number (Foster et al, 2011). Researchers have typically asked respondents directly about the degree of use of the cash cards in a survey of consumer payment choice (Foster et al, 2011). Ajzen's (1985, 1987, 1991) TPB has provided useful guidance for the current study. Background information on cash card and a discussion of the TPB are provided. This discussion includes an explication of the key components of the TPB, which leads to the development of hypothesis and research model. Discussion and managerial implications will flow from verification of the model and its propositions
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