Nutzung von zahlungsalternativen am PoS von handelsunternehmen aus branchensicht

Abstract

The usage of different payment modes at retail point-of-sales (POS) from consumer to business (C2B) has received little empirical study; however since all payments from business-to-business (B2B) and business-to-consumer (B2C) are non-cash it is perceived there is a trend towards more non-cash C2B payments. Further, most payment mode research focuses on consumer choice and there is little existing research from the retailer’s perspective. This paper addresses this issue by conducting a survey of retail chief executives regrading C2B payments and uses a unique methodological approach to address the difficulty of integrating different empirical datasets in marketing research. After discussing the distinction, advantages and drawbacks between the two data sources used in this study, the paper provides an analysis of the proposed research hypotheses firstly from the primary research instrument and the using secondary data for validation. The analysis of the research hypotheses from these two different sources empirically confirmed the trend of non-cash payments in a C2B context as noted by retailers; and also confirmed the methodological use of two different data sources which led to equivalent and valid results.