Analysis for Integrated Case Study Analysis

Integrated Case Study
Analysis

Executive Summary
The current project is based on analysis of customer loyalty in terms of credit cards with
special reference to OCBC bank. In the given case, there is study of OCBC bank that bank that is
a renowned banking and financial institution which offers ample of services like net banking,
deposit and withdrawal of money, credit cards and more. In the current time, the respective entity
is likely to face issues related to customer’s satisfaction in terms of credit cards. Here, they are
facing issues of lower sales of credit cards that will affect revenue & profitability in future period
of time. It is analyzed that the entity is facing service quality gaps in terms of communication
gap, knowledge gap, satisfaction gap and more. Also, they are underperforming than competitors
that directly affect loyalty and trust of buyers. It is suggested that the respective entity needs to
maintain proper communication, transparency to gain trust of customers.

Table of Contents
Introduction.................................................................................................................................................4
Statement of problem..............................................................................................................................4
Research Aim and objectives...................................................................................................................4
Structure of report:..................................................................................................................................4
Description of situation...........................................................................................................................5
Problem statement, plan of analysis............................................................................................................6
Analysis and Findings:................................................................................................................................9
Solution to the problem.............................................................................................................................10
References.................................................................................................................................................13

Introduction
Statement of problem
In the present, customers are considered as one of the most imperative part of the
company as they help in terms of generating huge amount of revenue so that the entity can grow
and succeed. In addition to this, customers are also considered as a crucial source of revenue that
allows the organization to grow in future period of time. Nowadays, it is highly imperative to
keep the customers satisfied so in order to maintain competitive edge in longer run (Aslam, Tariq
and Arif, 2019). In context of present study, selected company is OCBC bank which is well-
known in Singapore. The respective bank is a multinational entity that is operating within more
than one country. It offers necessary financial and banking related services to fulfill the needs &
requirements of customers in an appropriate manner. In the current time, the respective entity is
likely to face issues related to customer’s satisfaction in terms of credit cards. Here, they are
facing issues of lower sales of credit cards that will affect revenue & profitability in future period
of time.
Research Aim and objectives
Research Aim: “To analyze customer’s loyalty for credit cards”. A case study on OCBC bank.
Research Objectives:
 To develop understanding regarding credit card industry of Singapore.
 To evaluate challenges and issues faced by OCBC bank in terms of customer loyalty
regarding credit cards.
 To identify suitable ways to enhance overall loyalty of customers regarding credit cards
in reference of OCBC bank.
Structure of report:
In context of present study, OCBC bank is taken into consideration that is a renowned entity of
banking and financial institution which has headquartered in Singapore. The respective bank is
likely to offer ample of financial services like credit cards, investment, deposit and withdrawal of
money, net banking and more. The present study is about evaluating the existing conditions of