Mumbrella Finance Marketing Week – Are credit card customers loyal in the cashless bankscape?
Dr Sonika Singh from The University of Technology, Sydney Business School discusses the six distinct types of credit card customer, explains how best to allocate resources to maximise marketing efficiency, and explores ways the finance industry can not only acquire customers, but keep them for longer.
Australian consumers are technology savvy, evident in the way they have adapted to online banking and retail shopping during the pandemic.
As more and more consumers bank online or through apps, the “bankscape” has seen a predominant shift from cash transactions to credit card and debit card usage.
