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breakdown supplementary services into facilitating services and supporting services from the managerial view to develop the service package effectively. Facilitating services are mandatory to the service product. If they are left out, the service package collapses. At the same time, these can be designed in such a way that they differ from the facilitating services of competitors and can become a competitive tool and, thus, help to differentiate the service offer. For example, bill statements and swipe machines are facilitating services in the case of credit cards. On the other hand, if supporting services are lacking, the core service can be used nevertheless. The total service package, however, may be less attractive and perhaps less competitive. Thus, supporting services do not facilitate the consumption or use of the core service, but are used to increase the value and / or to differentiate the service from the competitors. For example, ATM access and cash withdrawal outside the credit limit can be considered supporting services / supplementary services in credit cards. Related research shows 35 that facilitating services are considered by consumers while deciding for a credit card purchase and supplementary services are signifi cant in providing help to consumers for pre-purchase evaluation of credit cards and to make credit card purchase decisions in the Indian environment. Credit card marketing Previous research in the area of credit card marketing and consumer behaviour covers issues related to the identifi cation of ways and means to face the saturation situation of credit card markets. There are studies on the identifi cation and analysis of consumers ’ use patterns and to explore various opportunities to grow and expand credit card business. To identify an opportunity due to near saturation of Asian and Hispanic markets in USA, consumers were identifi ed with their credit card usage patterns towards rent payments, clothing and shoe purchases. 36 Duffy 37 identifi ed the marketing strategies for introducing affi nity cards and providing value-added features like frequent user programmes, to hold on to existing card holders and to attract new ones due to the maturing credit card market. Researchers have considered the role of demographic factors towards credit card marketing like, the relationship between age and knowledge of credit cards among students. 38 Kara et al . 39 identifi ed and analysed the various factors, namely brand Managing perceived risk for credit card purchase © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 Vol. 12, 4 331–345 Journal of Financial Services Marketing 335 |
