Investigation of the relationships between personality characteristics of individual bank customers, attitudes towards credit card, factors affecting credit card preference and frequency of monthly credit card use: A study on Islamic bank branches in Ankara

In this study, personality, attitudes towards credit card, factors effecting the preference of credit card and the relationship with montly useage credit card frequency of the individual customers of the participation banks in branches were examined. For this purpose, necessary studies were done in the participation bank branhes in Ankara. Also, accordance to aim of the study a questionnaire study was made with the individual customers of the participation banks using credit cards in the first six months of the first and second periods of 2020 and evaluations were done according to their answers. The personality characteristics, which have an important place on the credit card attitudes and preferences of the customers in the banking sector, were evaluated within the scope of this study. Especially in a period where competition is intense this study is important for showing a direction to the banks to make correct determinations in their customers preferences. The study, on the other hand, is a correlational research model. The correlational research method, the emergence of relationships between variables, is also very important in accurately predicting their results. To determine the relationship between variables and to reveal their effect levels, it was investigated whether the structural equation models for the relationship between variables are verified or not. It is seen that the measurement models of the scales used in the models were verified before the established structural equation models were verified. It is seen that the established structural equation models are also confirmed. When the factors affecting the credit card preferences of the customers are used as the variant, it is concluded that there is a high level of negative effect on the frequency of monthly credit card usage. When the personal characteristics of customers, credit card attitudes tool are used as the variant, it is concluded that they have a high level of negative impact on their monthly credit card usage frequency. It was concluded that there were significant differences between the scores obtained from the scales according to variants of customers' gender, marital status, priorities as a means of payment, age, education level, profession, monthly household income, monthly credit card spending amount, number of credit cards, weekly credit card usage frequency perception and daily credit card usage frequency perception.