Bireysel Banka Müşterilerinin Demografik Özellikleri ile Kredi Kartına Yönelik Tutumları Arasındaki İlişkinin İncelenmesi (Investigation of The Relationship Between Demografic Features of Individual Bank Customers and Attitude Towards The Credit Card)

Abstract

Purpose – The banking sector has a very important place in terms of credit card attitudes according to the demographic characteristics of the customers. In a period of intense competition, it is important to examine credit card attitudes in order for banks to make the necessary research to make the correct determinations of their customers' preferences. As a general purpose, necessary studies were carried out in the participation bank branch in Ankara, in order to reveal the relationship between the demografic features of individual bank customers in participation branches and their attitudes towards credit cards. Design/methodology/approach – In accordance with the purpose of the study, an investigation was conducted in line with the responses of 193 individual bank customers who used credit cards in the first six months of the first and second terms of 2020. Using the G*Power Version 3.1.9.6 program, the number of retail bank customers in the population of 111782 individual bank customers, which constitute the population, among the retail bank customers using credit cards at the participation bank branches in Ankara, was determined according to the power of the sample. A questionnaire was applied using the convenience sampling method. Analyzes were made with the SPSS statistical program. Results were reached with frequency analysis, t-test and ANOVA analysis. Within the scope of the research, expressions in the attitude scale created by Kuscuoglu (2018) were used. The study is a survey model. In the study, the survey method was very important in the emergence of the relationships between the variables and in the correct estimation of the results. Findings – It is concluded that there are significant differences between the gender and education level of the customers and the scores obtained from the credit card attitude scales. Significant difference was not found between individual bank customers' credit card attitudes in terms of marital status, credit card type, priority as payment, age, profession, monthly personal and household income, amount of spending, number of credit cards and payment method. Discussion – In Ozkan's (2015) research, the gender of individual bank customers does not affect the factors that affect their credit card usage preferences. In this study, a gender difference was found. In addition, in Ozkan's study, it was concluded that credit card usage attitudes of single customers were affected more depending on their demographic characteristics, but it was found that there was no difference in this study.