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Nuevo Enfoque Del Negocio De Las Tarjetas Bancarias En España Y El Nuevo Papel A Desarrollar Por El Comerciante / Financial Cards Business New Approch And The Merchants’ New Role In The Spanish Market

  • Castillo Peces, Carlos


    (Universidad Rey Juan Carlos I (España))

  • Mercado Idoeta, Carmelo


    (Universidad Rey Juan Carlos I (España))

  • Corral de la Mata, Daniel


    (Universidad Rey Juan Carlos I (España))

El objetivo de este trabajo es analizar los elementos básicos del nuevo enfoque de las entidades financieras españolas para su negocio de tarjetas bancarias, así como el nuevo papel que podría tener el comerciante para su desarrollo. Para ello se envió un cuestionario a 60 responsables de este negocio en dichas entidades. De las respuestas recogidas en los 44 cuestionarios recibidos, se concluye que este nuevo enfoque deberá hacer más hincapié en las operaciones de financiación al consumo mediante tarjeta bancaria. Así mismo, se verifica que el comerciante deberá tener un papel relevante y retribuido como prescriptor de estas operaciones. / The objective of this research is to analyze the basics elements of the Spanish financial entities new approach in the financial cards business, as well as the merchant's new role in its development. For this purpose, a questionnaire was sent to 60 managers in the cards business in such entities. After analyzing the results of the 44 received questionnaires, we may conclude that this new approach should focus in promoting revolving and installment operations through financial cards. Additionally, it is verified that the merchants will need to play a relevant and rewarded role in promoting and prescribing these finance operations

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Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

Volume (Year): 17 (2011)
Issue (Month): 3 ()
Pages: 151-172

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Handle: RePEc:idi:jiedee:v:17:y:2011:i:3:p:151-172
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Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

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