Abstract
121- SUMMARY : The plastic cards emerging as a result of rapid growth in the world of finance take significiant place in our lives. In the process of economic growth, financial institutions need to turn on to the individuals. Within the frame of this need, the card payment system which provides the direct way to reach the individuals was developed. On the other hand, the individuals were interested in this new product that abolishes the risk of carrying cash with the function of money in economy. Today, it' s observed that the demand for plastic cards is continiously increasing and according to the requests of the users. The number of financial transactions done by these cards rises. This state causes the plastic cards to turn into card payment system. When we look at the graph, we realise that the market of card payment system is shared and directed by several big banks. Although Visa was a bit late in entering to the market in Turkey, now it takes the greatest share which is 81 % of the credit card market by carrying out promotional campaigns and by giving support to the banks. The other well-known Credit Card which is MasterCard takes a lower market share in Turkey however MasterCard & Visa have almost equivalent shares in Europe. ' **'»,, 4 ' In our country, Yapı Kredi, İş Bankası, Pamukbank, Akbank, Garanti, Vakıfbank, Koçbank and some other banks give the service of card payment '122 system to their customers. Koçbank giving the Diners Club Credit Card gains a privilege in the market. In these banks, Yapı Kredi Bankası has the biggest credit card volume in the market and the highest card endorsement belongs to this bank. It is followed by İş Bankası, Pamukbank, Akbank, Ziraat Bankası, Vakıfbank, Garanti, Koçbank and other banks. At present, MasterCard trying to increase its market share in Turkey started new studies and promotions. Akbank has the highest number of POS' s depending on the usage of cards. Yapı Kredi and İş Bankası are the biggest at the ATM numbers. Yapı Kredi, İş Bankası, Akbank, Vakıfbank, Ziraat Bankası are the dominants at the card market in our country. The card market has the free market conditions. As the market of customers to which the banks may give card services is extensive and productive, all the banks work for catching share in the market. Although the card market services to broad field, it is not used by its whole capacity but it seems to be bare for growing. It is an untouched area as the card payment system becomes well-known recently. The individuals must have the necessary level of education and they have to be informed about the ways of the card usages. The product is usually serviced by banks as the card payment system needs a strong financial support. In a short period, banks discovered the card payment systems to be one of the most suitable financement instruments and started the application immediately. These application varies depending on the different management policies of the banks. Some banks accepted these systems to be direct
