Análisis del uso de tarjetas de crédito asociadas a programas de viajero frecuente en entornos de alta variación de tasas de interés

Abstract

In the framework of the development of this work, we sought to analyze how the use of consumer loans is affected, specifically credit cards that have frequent flyer programs associated with the LifeMiles program, considering the volatile economic environment of the country with rising interest rates. The issue was addressed through a general analysis of the main players in the financial market, such as Av. Villas, Bancolombia, Davivienda, Itaú and Scotiabank-Colpatria, which have this strategic and commercial alliance, detailing information regarding the main products in regarding benefits, segmentation, target market, among others. Likewise, a survey was carried out on a population sample of 128 people, to identify the level of use of these programs, their perception of the benefits of using these programs and the cost/benefit that it represents according to the environment. current economy of the country. As a result of the study conducted, it was possible to identify in the first instance the preference of consumers to choose the benefits of frequent flyer programs to redeem them for airline tickets, which can be said to represent a leverage to the current costs associated with travel, as well as the current environment of volatility and rising interest rates, Within the data provided by the survey we found that cardholders prefer to restrict the use and that the benefit of miles for purchases is not attractive enough to continue using the card despite the high interest rates, which has implied in general a reduction in the use of these for the purchase of goods and services, generating a negative impact on the economy, which sets a precedent for credit card issuers in making decisions that do not affect the generation of their services and the cross-cutting impact on the country's economy.