دانلود رایگان مقاله کاربرد کارت اعتباری همکاری با برند شرکت هواپیمایی

abstract

A customer with an airline co-branded credit card could enjoy not only the benefits of a traditional bankissued credit card but also additional privileges such as access to the airline membership club lounges in airports. Based on data collected from Taiwan, this study investigated the key antecedents of customers’ behavioral intentions in using/adopting an airline co-branded credit card within the Theory of Planned Behavior (TPB) framework. Empirical findings demonstrate that consumers’ perceived benefits of airline co-branded credit cards, attitude toward airline co-branded credit cards, subjective norms and perceived behavioral control are all positively and significantly correlated. Meanwhile, consumers’ perceived benefits of airline co-branded credit cards could be further categorized into generic, core, expected, and augmented benefits. Empirical findings suggest that the airlines should invest in the airline co-branded credit cards campaign to enhance consumers’ value perception of the co-branded cards and attract cardholders’ frequent usage. The airlines should also inform their current and potential customers the main reasons and/or added benefits (e.g., no foreign transaction fee) why air travelers should use the cobranded credit cards to purchase air transport services in order to further penetrate the target market and generate fruitful profits.

5. Conclusions

This study examines the contents of the perceived benefits of an airline co-branded credit card in a SEM framework to demonstrate the effects of the perceived benefits of an airline co-branded credit card on attitude, intention and perceived behavioral control; attitude on intentions, perceived behavioral control on intentions, and subjective norm on intentions. The findings herein provide valuable information concerning the perceived benefits of airline cobranded credit cards. Airline companies and other service providers are encouraged to consider developing more competitive and profitable co-branding strategies. Based on the results herein, the following conclusions are drawn: 5.1. The perceived benefits of an airline co-branded credit card is positively and significantly reflected by four sub-dimensions The relationship between the perceived benefits of an airline cobranded credit card and its sub-dimensions are all empirically confirmed. Among the constructs associated with airline cobranded credit cards (i.e., generic benefits, core benefits, expected benefits, and augmented benefits), the most important benefits of airline co-branded credit cards are the augmented benefits, followed by expected benefits, generic benefits, and core benefits of airline co-branded credit cards.