International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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From Awareness to Loyalty: Determinants of Credit Card Reward Utilisation among Young Professionals in India

Author(s) Dr. Putta Swamy, Mr. Chandrashekhar C
Country India
Abstract The growth of digital payments and credit use has turned credit cards into products offering cashback, reward points, discounts, travel benefits, and incentives. However, benefits don't always lead to effective use. This study explores factors influencing reward utilisation among young Indian professionals and its link to satisfaction and loyalty. It proposes a framework with awareness, financial literacy, promotion, perceived value, and ease of redemption as key factors, with satisfaction and loyalty as outcomes. Awareness is also examined as a mediator between promotion and utilisation.

This study employs a quantitative, cross-sectional approach, utilising primary data from a structured questionnaire. It analyses 530 valid responses through descriptive statistics, Cronbach’s alpha, Pearson correlation, multiple regression, and mediation analysis. Results show that ease of redemption is the primary predictor of reward use, followed by awareness, perceived value, and promotional communication. Reward use positively impacts customer satisfaction, which in turn boosts customer loyalty. The mediation analysis reveals that awareness enhances the influence of promotional communication on reward utilisation. Overall, the research enriches understanding of consumer behaviour, financial services, and relationship marketing by illustrating how credit card rewards can guide consumers from awareness to use, and ultimately to satisfaction and loyalty. These insights offer practical guidance for banks and credit card issuers aiming to improve reward communication, increase perceived value, and streamline redemption processes.
Keywords Credit cards; reward points; promotional offers; consumer awareness; reward utilisation; financial literacy; perceived value; ease of redemption; customer satisfaction; customer loyalty; young professionals; India.
Field Sociology > Banking / Finance
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-22
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.86349
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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