Integrated Case Study Analysis

Case Study Analysis

EXECUTIVE SUMMARY
Present case study based on OCBC Bank that provides credit card services to its
customers within the highly competitive market. This case study analysed that the bank is facing
several challenges is rendering effective service of credit card to its potential customers as well
as enforce them to avail similar services from their competitors. This research collects
information about concept of satisfaction and loyalty of customers and brand image, role of
customer loyalty and satisfaction in improving brand image along with the ways used for
improving customer satisfaction and loyalty. The researcher uses secondary method for conduct
this research as well as attaining aim and objectives of the investigation.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
Chapter 1: Introduction....................................................................................................................3
Statement of the problem.............................................................................................................3
Aims and Objectives of research.................................................................................................3
Structure of research....................................................................................................................3
Chapter 2: Case brief.......................................................................................................................5
Description of the Situation.........................................................................................................5
Chapter 3: Problem Statement and Plan of Analysis.......................................................................6
Concept of customer satisfaction, customer loyalty and brand image within UK credit service
sector............................................................................................................................................6
The role of customer satisfaction and loyalty in improving the brand image of OCBC Bank....6
The ways used by OCBC bank in increasing the customer satisfaction and loyalty within their
organisation..................................................................................................................................7
Research Methodology................................................................................................................7
Chapter 4: Analysis and Findings....................................................................................................9
Chapter 5: Proposed solution to problem.......................................................................................11
Recommendation.......................................................................................................................11
Limitation in the research..........................................................................................................11
Scope for further research..........................................................................................................12
REFERENCES..............................................................................................................................13
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Chapter 1: Introduction
Statement of the problem
The difficulty which has been identified in this research is ruining brand image of
company due to high level of dissatisfaction of customers towards the product and services.
Ineffective quality and value of products and services makes customer dissatisfied and they share
negative feedback to everyone (Nasir, Adil and Dhamija, 2021). Due to this the brand image of
the company is also get affected adversely which cause huge loss in their business. It create
many other issues for the company such as decrease in overall organisational performance and
productivity, competitive edge, revenue and profitability. This case study is based on OCBC
bank who faces many issues in improving customer satisfaction and customer due to their
ineffective service of credit card. Rejection of wavier is another factors that leads increase
customer dissatisfaction in the Singapore market. Due to this brand image of OCBC bank is also
get affected.
Aims and Objectives of research
Research Aim
To analyse the role of consumer satisfaction and loyalty in improving the brand image of
UK credit service industry. A study on OCBC Bank
Research Objectives
 To understand the concept of customer satisfaction, customer loyalty and brand image
within UK credit service industry
 To analyse the role of customer satisfaction and loyalty in improving the brand image of
OCBC Bank.
 To determine the ways utilised by OCBC bank in increasing the customer satisfaction
and loyalty within their organisation.
Structure of research
Introduction of the case study- This is the first chapter of research that provides
overview of the whole research. It covers problem statement, aim and objectives and research
structure.
Case-brief: Description of the situation: This is the second chapter that summarised
information regarding research topic in order to understand it more effectively.
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