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Geezers & Deadbeats (8/4/00)
FULL STORY:
Older consumers (a/k/a/ "geezers") along with consumers who pay off balances
in-full each month (a/k/a "deadbeats") are the most satisfied credit card
customers. A new study shows that American cardholders are generally
satisfied with their primary credit card accounts however some cardholder
groups are more satisfied than others. PSI Global says that it identified three
cardholder segments "High Satisfaction", 47% of all cardholders; "Moderate
Satisfaction", 38% and "Low Satisfaction", 15%. Overt dissatisfaction is low
across all groups, but the study found varying degrees of satisfaction with
primary card accounts among the segments. PSI also found distinct differences
in satisfaction levels among different cardholder groups, such as
"Transactors", "Credit Revolvers", "Internet Credit Card Users" and "Rewards"
cardholders, as well as differences in satisfaction levels among life-stage
segments. Interestingly, "Transactors" and senior cardholders are the most
satisfied cardholder groups. The least satisfied groups are "Revolvers"
cardholders under the age of 34. PSI said its study concluded that product
features, such as interest rate, annual fee and grace period count most, but
leveraging privacy protection and certain customer service attributes are also
key to building or maintaining customer satisfaction. The PSI Global study,
which is based on a survey of 4,082 U.S. households, evaluated 25 product or
service attributes of credit cards.
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