Effect of Perception Relating to Credit Cards on Customer Satisfaction and Loyalty

Main subjects of marketing researches are perceptions, beliefs, attitudes and satisfaction of consumers related to the products they use (experience). The main reasons for the significance of these subjects in terms of marketing are the effect of concepts in behavior tendencies like intention of repurchasing in consumers, recommending the product to others, and developing loyalty towards the product. This study examines the effect on satisfaction and loyalty of negative and positive perceptions of credit card holders towards credit cards with a Structural Equation Model (SEM). The analysis shows that, positive perceptions towards credit cards and related banks concerned credit card are significant factors in the loyalty developed towards a certain credit card. Keywords: Credit card, Perceived value-satisfaction-Loyalty, Structural Equation model.