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How effective are rewards programs in promoting payment card usage? empirical evidence

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  • Carbó-Valverde, Santiago
  • Liñares-Zegarra, José M.

Abstract

Card issuers have mainly relied on rewards programs as their main strategic driver to increase electronic payments. However, there is scarce evidence on the effectiveness of rewards programs. This paper offers novel evidence on two key issues: i) it measures the impact of rewards programs on the use of payment cards; and ii) it quantifies their economic impact in terms of the cash substitution. The results show that rewards may significantly modify preferences for card payments, their economic impact vary significantly across types of rewards and merchant activities and rewards seem to be more effective on average for debit cardholders. JEL Classification: G20, D12, E41

Suggested Citation

  • Carbó-Valverde, Santiago & Liñares-Zegarra, José M., 2009. "How effective are rewards programs in promoting payment card usage? empirical evidence," Working Paper Series 1141, European Central Bank.
    • Handle: RePEc:ecb:ecbwps:20091141
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    1. Ching, Andrew T. & Hayashi, Fumiko, 2010. "Payment card rewards programs and consumer payment choice," Journal of Banking & Finance, Elsevier, vol. 34(8), pages 1773-1787, August.
    2. Kajol, K. & Singh, Ranjit & Paul, Justin, 2022. "Adoption of digital financial transactions: A review of literature and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    3. Wilko Bolt & Sujit Chakravorti, 2011. "Pricing in Retail Payment Systems: A Public Policy Perspective on Pricing of Payment Cards," DNB Working Papers 331, Netherlands Central Bank, Research Department.
    4. Magnac, Thierry, 2017. "ATM foreign fees and cash withdrawals," Journal of Banking & Finance, Elsevier, vol. 78(C), pages 117-129.
    5. Bita Shabgard & Javier Asensio, 2023. "The price effects of reducing payment card interchange fees," SERIEs: Journal of the Spanish Economic Association, Springer;Spanish Economic Association, vol. 14(2), pages 189-221, June.
    6. Wilko Bolt & Sujit Chakravorti, 2010. "Digitization of Retail Payment," DNB Working Papers 270, Netherlands Central Bank, Research Department.
    7. Kosse, Anneke & Jansen, David-Jan, 2013. "Choosing how to pay: The influence of foreign backgrounds," Journal of Banking & Finance, Elsevier, vol. 37(3), pages 989-998.
    8. Anneke Kosse & David-Jan Jansen, 2011. "Choosing how to pay: the influence of home country habits," DNB Working Papers 328, Netherlands Central Bank, Research Department.
    9. Qing Shi & Xiaoqi Sun, 2020. "A Scientometric Review of Digital Currency and Electronic Payment Research: A Network Perspective," Complexity, Hindawi, vol. 2020, pages 1-17, November.

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    More about this item

    Keywords

    cardholders; merchants; payment cards; preferences; rewards;
    All these keywords.

    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • E41 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Demand for Money

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