📄 Abstract
This study examines the effect of cashback offers and reward personalization on customers’ credit card usage behaviour with reference to Axis Bank Ltd. The study focuses on customer awareness, preferences, perceived value, satisfaction and loyalty associated with cashback and personalized rewards, and evaluates how these factors relate to overall credit card usage. A descriptive research design was adopted and primary data were collected through a structured questionnaire from 135 Axis Bank credit card users. The study used a five-point Likert scale and analysed the data using descriptive statistics, reliability analysis, normality testing, Mann–Whitney U testing, Kruskal–Walli’s testing, Spearman correlation and regression analysis. The questionnaire showed excellent internal consistency with Cronbach’s Alpha of 0.986, while normality tests indicated non-normal data. Cashback offers had an average score of approximately 3.38, reward personalization approximately 3.32, customer satisfaction and loyalty approximately 3.34, and overall usage behaviour approximately 3.18. Spearman correlations were positive and significant, ranging from 0.769 to 0.871. Individual regression models showed that cashback explained 59.2% and reward personalization explained 60.5% of the variation in overall usage behaviour. A multiple regression model containing cashback, reward personalization and customer satisfaction and loyalty explained 76.2% of the variation in usage behaviour. The study concludes that relevant, transparent and easy-to-use rewards can strengthen customer engagement, satisfaction, loyalty and continued credit card usage.
🏷️ Keywords
📚 How to Cite:
Nandani S. Tiwari , AN EMPIRICAL STUDY OF CASHBACK AND REWARD PERSONALIZATION ON CUSTOMER CREDIT CARD USAGE BEHAVIOUR , Volume 11 , Issue 9, September 2026, EPRA International Journal of Research & Development (IJRD) , Pages: 68 - 72 ,