STUDY ON USAGE BEHAVIOUR REGARDING NON-CASH PAYMENT INSTRUMENTS

Cristina Balteanu

Annals - Economy Series, 2018, vol. 6, 46-53

Abstract: The creation of the EU Single Market and the adoption of the euro have led to the blurring of the boundaries between domestic and international affairs, leading to a new approach of the non-cash payment systems. Their development was also due to new communications technologies that have played a significant role in facilitating interbank transactions, which nowadays could be achieved much more quickly and from a multitude of physical locations. Consisting in the transfer of funds between different accounts, the non-cash payments also present a financial risk, generated by the costs associated with fraud, but also by the costs of implementing preventive and control measures. Based on these considerations, this paper analyzes the results of a qualitative marketing research, in close correlation with the statistical data on the main non-cash payment instruments used on the European market and implicitly on the Romanian market. The research was based on the in-depth semi-directive interview method and it focused mainly on identifying consumers' awareness of the various non-cash payment systems, as well as on studying their behaviour regarding the use of these payment means. A particular attention has been paid to legislation on non-cash payment fraud, but also to actions that could be taken by national and European authorities to limit the fraudulent use of various non-cash payment instruments. The results of the marketing research have highlighted a growing trend in the number of bank customers making non-cash payments, as well as a diversification of the non-cash means of payment used by them. At the same time, there was identified the existence of a reluctance from some customers, as a result of their perception of the risk of becoming victims of fraud with non-cash means of payment.

Keywords: non-cash payment instruments; fraud; usage behaviour; marketing research (search for similar items in EconPapers)
Date: 2018
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