Abstract

ESTEVES PAIRAZAMAN, A.T.  and  FERNANDEZ BEDOYA, V.H.. Application of credit card sales strategies to encourage electronic commerce in the clients of a chain of banks in Peru. Rev. ciente. UCSA [online]. 2019, vol.6, n.1, pp.23-32. ISSN 2409-8752.  https://doi.org/10.18004/ucsa/2409-8752/2019.006(01)023-032.

The research presents an innovation through the application of new credit card sales strategies in a chain of banks in Peru, which is possible through the incentive to electronic commerce of its future clients, taking advantage of the fact that several previous studies have highlighted that the most widely used means of payment in online transactions is the credit card, and that customers are likely to use this sales channel only if they know its various advantages and disadvantages. This study proposes the following general hypothesis: if credit card sales strategies are applied based on the e-commerce and business-to-consumer (B2C) model, then it is possible to encourage electronic commerce in the clients of a chain of banks in Peru. The research analyzed information from 80 client prospects, to whom a survey was applied to obtain the data that were later analyzed through a chi-squared test, using the statistical software SPSS, which resulted in 36,156, this result being greater than 3,841, which, according to the theory, allows us to reject any null hypothesis while accepting the hypothesis put forward by the authors. Finally, it is concluded that the application of credit card sales strategies to encourage electronic commerce is relevant and viable, as long as they contain relevant information that allows customers to identify the advantages and disadvantages of credit card payment in electronic commerce.

Keywords : credit cards; electronic commerce; bank.

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