Relationship between loyalty programs, credit card usage attitudes and credit card usage tendency: A study in the Azerbaijan market

One of the bank instruments that are constantly used in developed countries is credit cards. Although the use of credit cards varies by country, the formation of credit card loyalty programs also differs by country. Based on this, a study was conducted to determine the relationship between the credit card attitude, credit card decency and loyalty programs of consumers living in Azerbaijan, one of the developing countries. The research results are expected to provide information about the emerging credit card market in Azerbaijan and shed light on the use of loyalty programs for practitioners. For this purpose, an experimental study was conducted using a questionnaire method based on the scenario technique to collect data. The data were collected from consumers living in Azerbaijan and using credit cards using the easy-to-use sampling method. The data obtained by the survey method were transferred to the SPSS Statistical package for Social Sciences program and analyzed using Factor Analysis, Correlation Analysis, Regression Analysis, T-test and ANOVA Test. According to the research findings, there is a positive relationship between the attitudes of Azerbaijani consumers towards the loyalty programs they face dec the trends in credit card use. In order to strengthen this relationship, it is recommended to use loyalty programs more effectively. The study that has been conducted is on plastic credit cards, and a study on mobile payment or virtual cards may also be conducted in future studies. It is also recommended to look at the effects of different types of loyalty programs on attitudes and usage trends.