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American Express is not as globally accepted as its competitors. I have found that American Express isn't accepted in as many locations as its competitors because of the higher swipe fees (Bond, 2019). American Express prides itself on its global network, advertising that they are anywhere the customer is (Kotler & Keller, 2016). However, this does not seem to be the case in actuality. I think this is a big issue for American Express, for card holders want to be able to use their card no matter where they are. What good is having an American Express card and paying the annual fee if you cannot use it and reap the rewards? I think American Express needs to lower their swipe fees in order to partner with more locations. Accessibility is an order qualifier in the credit card industry. If the card is not accepted at the vast majority of locations, then customers will turn to another card.
How American Express can solve with the above issue and expand their brand to new places and make their cards available in many new places?
The American Express Cards perform their operations on creating more customers for the cards sold by them which serve the purpose of debit card or credit card.
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