Which of the following is NOT a function of a Bank Card Association?

The correct choice pertains to the functions typically associated with a Bank Card Association. A Bank Card Association primarily focuses on overseeing card transactions, establishing standards for card operations, coordinating marketing initiatives among member institutions, and ensuring that payment systems operate smoothly and securely.

Creating standards for card transactions is vital to ensure interoperability and security across different payment networks. Similarly, coordinating marketing efforts helps in promoting the card services of member institutions effectively.

Providing customer service for bank card users, while it may seem relevant, is generally managed by individual banks or card issuers rather than the association itself. Each issuer is responsible for its own customer service, addressing questions or issues related to a specific card program.

Issuing new bank cards to customers also falls outside the scope of a Bank Card Association's functions. This responsibility typically lies with banks and financial institutions that directly issue cards to consumers and manage their accounts. Thus, creating standards, coordinating marketing, and working with transaction operations are central to the associations’ role, while the direct issuance of cards is not.