국내 신용카드사 제공서비스 분석과 시사점: 할인 및 적립 혜택을 중심으로

Abstract

This paper analyzes optional services and benefits provided by credit card companies based on consumer behavior regarding credit card usage. First, this paper looks into the relationship between consumers’ perception and the pattern of their credit card usage. The most important factor in the decision of selecting a credit card is discounts on payments. Secondly, this paper tests how services provided by two formed portfolios are different from each other by categorizing credit card companies based on whether a company is bank-affiliated or not and whether its market share belongs to the top 4 or not. It shows that services and benefits provided by credit card companies are increasingly becoming similar as competition among credit card companies intensifies. As a result, credit card companies’ performances increasingly depend on the size of discounts or mileage provided, rather than the uniqueness of their services. History shows that building a sound credit card industry is inevitable for maintaining financial stability. Our results suggest that the credit card industry needs to help consumers manage their own credit risk by providing customized services for each consumer and to put more efforts into building related infrastructure rather than focusing on external competition.