Analysis of Customer Loyalty and Satisfaction in UK Credit Service Sector: A Case Study of OCBC Bank

Case Study Analysis

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
CHAPTER 1: Introduction to the case study...................................................................................4
Statement of the problem........................................................................................................4
Research aims and objectives.................................................................................................4
Structure of the report.............................................................................................................4
CHAPTER 2: Case brief: Description of the situation....................................................................6
To study the concept of customer loyalty and customer satisfaction in context of UK credit
service sector..........................................................................................................................6
To examine the impact of high customer satisfaction and loyalty for improved performance of
OCBC bank............................................................................................................................6
To determine the issues faced by OCBC bank due to low customer satisfaction and loyalty in
the business organisation........................................................................................................6
To identify the approaches used by OCBC Bank for improving customer satisfaction and
loyalty.....................................................................................................................................7
Research methodology.....................................................................................................................8
Chapter 4: Analysis and Findings....................................................................................................9
Chapter 5: Proposed solution to problem.......................................................................................12
Recommendation..................................................................................................................12
Limitation in the research.....................................................................................................12
Scope for further research....................................................................................................13
Chapter 3- Problem Statement and plan of analysis.....................................................................15
References......................................................................................................................................16

EXECUTIVE SUMMARY
The OCBC Bank, which is well recognised for offering its customers a variety of advantages and
services, will serve as the basis for the current study. It is clear that the bank is having a number
of problems offering credit card services. The objectives will be the primary focus of the current
research.

CHAPTER 1: Introduction to the case study
Statement of the problem
The primary issue identified in the current study is related to customer dissatisfaction since
businesses occasionally fail to give a degree of satisfaction. Due to the company's reputation for
producing high-quality goods and services, it is forced to deal with a number of difficulties that
might negatively affect overall profitability rates, damage brand reputations, create competitive
advantage, and many other things (Balci, Caliskan and Yuen, 2019). In relation to the OCBC
Bank, their main problem is tied to ensuring that clients are satisfied with their credit card
services. Along with that, the rejection of waivers is also seen to be a component that raises
customer discontent levels in the market. Such discontent may force clients to use credit card
services from rival businesses in the market, which will negatively affect the business's
performance as a whole (Prentice, Dominique Lopes, and Wang, 2020).
Research aims and objectives
Research aim
To investigate the impact of customer loyalty and satisfaction in enhancing the business
performance within the UK credit service sector. A study on OCBC Bank
Research objectives
 To study the concept of customer loyalty and customer satisfaction in context of UK
credit service sector
 To examine the impact of high customer satisfaction and loyalty for improved
performance of OCBC bank
 To determine the issues faced by OCBC bank due to low customer satisfaction and
loyalty in the business organisation
 To identify the approaches used by OCBC Bank for improving customer satisfaction and
loyalty
Structure of the report
Chapter 1: Introduction of the case study
For a better comprehension of the study, this chapter will primarily highlight the problem
statement along with the research aim and objectives.
Chapter 2: Case-brief: Description of the situation