Role of Bank Credit Card for Improving Customer Loyalty - Case Study Analysis

Integrated CASE STUDY
ANALYSIS

TABLE OF CONTENT
EXECUTIVE SUMMARY.............................................................................................................4
TOPIC: ROLE OF BANK CREDIT CARD FOR IMPROVING CUSTOMER LOYALTY........5
INTRODUCTION...........................................................................................................................5
Aim:.............................................................................................................................................5
Objectives:...................................................................................................................................5
Research question:.......................................................................................................................5
Statement of problem:..................................................................................................................5
Structure of the report:.................................................................................................................6
CHAPTER THREE: LITERATURE REVIEW..............................................................................6
Problem statement, plan of analysis.............................................................................................6
RESEARCH METHODOLOGIES.................................................................................................6
Research type: .............................................................................................................................6
Research approach:......................................................................................................................6
Data collection:............................................................................................................................6
Data analysis:...............................................................................................................................7
LITERATURE REVIEW................................................................................................................7
Theme 1: Understanding the bank credit card business model concept......................................7
Theme 2: Analysing the BCD role for improvising the consumer loyalty..................................7
Theme 3: Influence of efficient credit card services for better customer loyalty with bank.......8
CHAPTER FOUR: DATA ANALYSIS AND FINDINDS............................................................8
Theme 1: Bank credit card as business model in financial world:..............................................8
Theme 2: Benefits of bank credit card for managing customer loyalty:......................................9
Theme 3: Impact of bank credit card service over sustaining customer loyalty in OCBC bank
and its competitors:....................................................................................................................10
CHAPTER FIVE: RECOMMEDATION AND CONCLUSION.................................................10
Recommendation:......................................................................................................................11

REFERENCES................................................................................................................................1

EXECUTIVE SUMMARY
Bank credit card is one of the best financial service provided by the bank to the customer
allowing them to avail certain amount of credit to purchase product and service. This report has
focused on case study of OCBC bank and examined the role of bank credit card in managing
customer loyalty. Later focusing on aims and objectives, this report has discussed clear aims and
objectives including statement of problem and structure of the report. Continuing, literature
review is been considered where researcher have reviewed the published literature for getting
clear idea about the chosen topic. Considering different themes in literature review, researcher
has covered every important part of the topic and managed to examine whole case study for
better finding. Later data analysis is been performed in which researcher has analysed the data
collected with different techniques, resource, tools and methods, data analysis helped researcher
to examine impact on chosen topic on OCBC performance. At last recommendation and final
conclusion is been provided to examine what are the best recommendation to increase bank
service in financial world.