Integrated Case Study Analysis: OCBC Bank Credit Card Services

This case study examines OCBC Bank's credit card services within the competitive Singapore market. The analysis focuses on challenges related to customer satisfaction, loyalty, and brand image, identifying issues such as ineffective service quality and the impact of competitor strategies lik...Read More

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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Problem Statement and plan of action: This is the third chapter that provides detail
information related to research objectives along with the research methodology.
Analysis and Findings: This is the fourth chapter that analysed all the collected
information in detailed manner for finding outcomes.
Proposed solution to problem: This is the last chapter that provides recommendation for
solving research problem. This will also gives limitation and range of the research.
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Chapter 2: Case brief
Description of the Situation
The OCBC bank is most famous and renowned bank of Singapore but due to its credit
card services, the organisation is facing many issues in providing the effective services to their
potential customers. Due to this brand image of the company is affected and causes huge loss. To
resolve credit card service issues and improve brand image, the bank used industry and media in
order to provide both consulting and research related services. The 2019 report of CSISG stated
that the merchant tie-ups techniques helps in meeting the customers needs as well as increases
their satisfaction level (Thakur, 2018). The report also stated that this techniques helps bank to
increase customer satisfaction and retention as well as gaining competitive edge by providing
effective and quality credit card services to their customers. The rival organisation of bank
providing certain services to credit card holders such as automatic fee waivers, no annual fees,
free credit cards, lifetime fee waivers and so on in order to attract them towards their bank. In
certain time, many customers requested to their bank to render the late payment fees and waiver
fees when they do not pay sum of money regarding credit card on period of time. To increase the
brand image and attracting large number of customers, it is crucial for the bank to focus on using
better strategies such as cashback, miles and rewards (Sholeh and Chalidyanto, 2021). OCBC
bank can also provide discounts and promotions to their card holder at that case when customers
uses credit card for utilising any other services. The bank need to focus on increasing the
satisfaction of their potential customer so that they can deal with the marketing objectives in
effective manner. It can also renders Titanium Rewards Cards to specific shoppers who prefer
for a high changes in card and many others.
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Chapter 3: Problem Statement and Plan of Analysis
Literature review is used to describe as a broad summary of the past researches related to
particular topic. It study many sources such as journals articles, books, scholarly articles and
many other sources relevant to special area of study. The effective literature review should
describe, summarise, recite, subjectively measure and clarify the previous researches.
Concept of customer satisfaction, customer loyalty and brand image within UK credit service
sector
As per the perspective of Solimun and Fernandes (2018) consumer satisfaction refers as a
activity of analysing how well a services, products, and overall customer experience of a
company meets customer expectations. It is considered as important indicators of customer
loyalty and purchase intentions. It helps in predicting about the business organisation growth and
profitability. A high level of customer satisfaction guaranteed long-term clients as well as makes
company more competitive for their competitors.
According to the view of Kim, Wang and Roh (2021) customer loyalty is considered as a
result of a consistent experience, that leads customers to favour one brand over the others. Loyal
customers are important for every organisation because they stay true to one brand and create
emotional bond with the company. These customers are mainly the ones who purchases high
margin products and services. There are many factors that affects customer loyalty such as
customer service, rewards, personal relationships, convenience, expectations, community
outreach, reputation and many more.
In the opinion of Arbouw, Ballantine and Ozanne (2019) brand image is refers as the
perception of customer related to a brand based on their interactions. It can also be considered as
mental and objective response of the customers when they buy a product. Affirmative brand
image helps in increasing the intangible asset along with the brand value of a business
organisation. It the customer is satisfied and happy with company's product or services, a solid
identity helps to build customer loyalty overall the business.
The role of customer satisfaction and loyalty in improving the brand image of OCBC Bank
In the view of Han, Yu and Kim (2019) consumer satisfaction and loyalty play a very
essential role in improving the brand image of the organisation. When a customer is happy and
satisfied with company's products and services then they become their loyal customers and make
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their purchases repeat from the brand, it leads increase in brand image. Loyal and satisfied
customer share positive feedback about company products and services which helps in making
positive brand image of the company (Atulkar, 2020). High level of customer satisfaction results
increase in customer retention, higher lifespan value as well as a powerful brand honor. Satisfied
and loyal customers are responsible for word-of mouth promotion that promote company's
products and services by sharing positive feedback on social media and many other sources that
directly increases the brand image. Thus, it makes important for the company in order to
effective and quality service to their customers in order to makes them highly satisfied and loyal
towards a brand that helps in improving brand image of the company.
The ways used by OCBC bank in increasing the customer satisfaction and loyalty within their
organisation
In the perspective of Cai and Chi (2018) when a company able to satisfied their
customers by providing quality products and services that helps in building strong image in the
market. There are several ways that help company for increasing consumer satisfaction and
loyalty within an organisation. The first way that helps company to increase the customer
satisfaction and loyalty is to understand the customer expectation. A company who is able to
understand their potential expectation and fulfil it through their products and services can
increases their customer satisfaction and loyalty towards the brand. The another way that
enforces company to offer discounts and rewards to their customers that help in improving
customer satisfaction and loyalty to customers. Effective discounts and rewards in product or
services attracted customers towards it and enforces to them make purchases help company to
improve their customer satisfaction and loyalty in their business (Hamouda, 2019). Another way
that help company to increase customer satisfaction and loyalty in their business is to ask
feedback from their customers. A feedback help company to know weak points of their products
and services and them provide them to their customers by improving them. It helps company to
make their customers highly satisfied towards their product and services.
Research Methodology
It is defined as special procedures and techniques used for identifying, selecting,
analysing and processing data or information related to research topic. A good research
methodology within a thesis, dissertation or research allows reader to evaluate overall research
validity and reliability in proper manner.
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Research philosophy- Interpretivism research philosophy is considered as good for the
investigation because it enables investigator to gather detail information for the research
(Nassaji, 2020).
Research approach- Inductive research approach is selected in the research as it helps
researcher to conduct scientific research and generate new theory from the collected data.
Research choice- Qualitative research choice is used in the present study because is to
provides subjectivity and adaptability in the research.
Research Strategy- The researcher used case study strategy in the present study as it
helps in generating multi-faced and in-depth understanding that relates with complex issues of
real-life.
Time horizon- In present study, cross-sectional time horizon is used by researcher as it
allows them to complete the research in shorter time period (Liamputtong, 2020).
Data Collection- This research project based on secondary data collection because it
helps researcher to conduct research effectively by rendering more structured and cleaned data in
investigation.
Data Analysis- The researchers used thematic analysis technique in the present study as
it allows researcher to create new conception and insights that derived from the data.
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Chapter 4: Analysis and Findings
Theme 1: concept of customer satisfaction, customer loyalty and brand image within UK credit
service sector
From the above mentioned information, it has been outlined that customer satisfaction is
the measurement that find out how customers are happy with services and capabilities of credit
service sector. It is a crucial index number of purchase design and customer loyalty. When the
credit card service provider company provides quality service to their customers and meet their
expectation then it increases their satisfaction level towards the particular brand (Zhou and
Zhang, 2019). On the other hand, customer loyalty is the results of consistent experience that
enforces customers to favour one company over the others. Loyal and satisfied customers are
important for every organisation because they stay remain towards the one brand as well as also
create emotional bond with that brand. These customers are also important for the company
because they purchases high range of products and services from them. When an organisation
provide convenient services, better customer services, meets expectation of customers and offer
rewards can increases their customer satisfaction and loyalty in the company. Brand image is the
customer's perception for a particular brand based on their interaction. When the customer
purchase a products from a brand and give mental and objective feedback is referred as brand
image of the company (Fauzi and Suryani, 2018). Positive brand image help company to increase
their goodwill and brand value of an organisation. When the customer is highly satisfied and
happy with the products and services, a solid identity helps company to create customer loyalty
overall the business. A high customer satisfaction and loyalty level guaranteed long term clients
for the company and makes them stand out from the competition.
Theme 2: The role of customer satisfaction and loyalty in improving the brand image of
OCBC Bank
From the above literature review, it has been analysed that satisfaction and loyalty of
customer plays a very important role in improving the brand image of the company. Brand image
is the perception of customers for a brand. A good perceptions of customers can only be made
when OCBC bank provides better services to their customers (Slack. and Singh, 2020). Effective
and quality credit service of bank increases customers satisfaction and make them loyal towards
their brand and increases their brand image in the competitive market. Customer share positive
or negative feedback with their friends and one social media that directly affects the brand image
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of the company. Loyal and satisfied customer share positive feedback about bank and its quality
credit card services that helps in making positive brand image in the highly competitive market
(Hafez, 2018). High customer satisfaction in bank helps in increasing customer retention, higher
lifetime value as well as stronger brand reputation in the competitive market.
Theme 3: The ways used by OCBC bank in increasing the customer satisfaction and loyalty
within their organisation.
From the above mentioned data, it has been analysed that the OCBC bank used various
ways that helps increasing customer satisfaction and loyalty within their organisation. The first
way that help OCBC financial organisation to improve consumer satisfaction and loyalty within
their business is to properly understand the expectation of their potential customers. By knowing
what the customers is expected from their brand and provided better services can help OCBC
banks to increase their satisfaction level as well as covert them into loyal customers (Lin, Zhang
and Gursoy, 2020). When the customer expectation is fulfil more effectively then they more
share positive feedback that helps in creating positive image in the competitive market. Another
way that helps OCBC financial organisation to improve customer satisfaction and loyalty within
their business is to offer attractive discounts and rewards to their card holders on their every
purchases. Rewards and customers attract more customers to avail the services and increases
their satisfaction level towards that brand. Further ways that helps OCBC bank to increases
customer satisfaction and loyalty for their credit card services is to ask feedback from customers
(Arora and Narula, 2018). Feedbacks helps bank to know about the weaken points of their credit
card services and improved them for increasing their customer satisfaction and loyalty towards
their business.
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Chapter 5: Proposed solution to problem
Recommendation
From the above mentioned information, it has been examined that high level of customer
loyalty and satisfaction plays a very crucial role in improving the brand image of OCBC bank
that get ruined from the ineffective services of credit card. Due to low brand image in the
competitive market company faces many difficulties in attracting more customers towards their
bank and survive long term in the market. Credit card services of bank creates many problems
for the credit card holders to manage it properly. Due to this, their loyalty and satisfaction level
is also get affected towards the bank. Thus, it makes necessary for the OCBC bank to find
effective ways that helps in improving their credit card services for card holders. Some of the
ways are recommended to OCBC bank that assist in improving their credit card services. These
are described under:
Increase credit limit- OCBC bank should increase the credit limit for their credit card
holders so, they can easily take more money whenever they want. It will helps in retaining
customers for longer term within an organisation. This will also help bank to increase customer
satisfaction and loyalty towards the brand.
Alert Payment deadline- Many times card holders forgot their payment deadlines, due
to which their interest charged. It also affects their satisfaction level and loyalty towards the
bank. Thus, OCBC bank should focus provides reminders and alert messages to card holders so,
they make their payment on time. It will helps in making positive image in the market.
Repeat Delayed payment- The OCBC financial organisation should change over the
users of debit card into the users of credit card for making convenient for the customers to give
back their credit amount straight to the bank. It will also helps in making customer satisfied
towards the bank and its credit card services.
Limitation in the research
There are many limitation has been found in the current research. As the data is collected
in this research is based on previous conducted researches through secondary method that leads
low reliability and validity in the research as compared to primary research. This research also
faced limitation of analysing other challenges that organisation faced.
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Scope for further research
The scope of the current investigation is higher as the challenges which has been
identified is the very serious concerned problems that most of the organisations faced within that
particular sector. The information collects in this research help companies to increase customer
satisfaction and loyalty in their business for improving their brand image in the competitive
market.
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REFERENCES
Books and Journals:
Nasir, M., Adil, M. and Dhamija, A., 2021. The synergetic effect of after sales service, customer
satisfaction, loyalty and repurchase intention on word of mouth. International Journal
of Quality and Service Sciences.
Thakur, R., 2018. The role of self-efficacy and customer satisfaction in driving loyalty to the
mobile shopping application. International Journal of Retail & Distribution
Management.
Sholeh, M. and Chalidyanto, D., 2021. The Effect of Service Quality on Loyalty Through Patient
Satisfaction in Outpatient of Hospital X, Malang. JMMR (Jurnal Medicoeticolegal Dan
Manajemen Rumah Sakit), 10(2), pp.148-157.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Kim, Y., Wang, Q. and Roh, T., 2021. Do information and service quality affect perceived
privacy protection, satisfaction, and loyalty? Evidence from a Chinese O2O-based
mobile shopping application. Telematics and Informatics, 56, p.101483.
Zhou, Z. and Zhang, Z., 2019. Customer satisfaction of bicycle sharing: studying perceived
service quality with SEM model. International Journal of Logistics Research and
Applications, 22(5), pp.437-448.
Fauzi, A.A. and Suryani, T., 2018. Measuring the effects of service quality by using CARTER
model towards customer satisfaction, trust and loyalty in Indonesian Islamic
banking. Journal of Islamic Marketing.
Arbouw, P., Ballantine, P.W. and Ozanne, L.K., 2019. Sustainable brand image: An examination
of ad–brand incongruence. Marketing intelligence & planning.
Han, H., Yu, J. and Kim, W., 2019. Environmental corporate social responsibility and the
strategy to boost the airline’s image and customer loyalty intentions. Journal of Travel
& Tourism Marketing, 36(3), pp.371-383.
Atulkar, S., 2020. Brand trust and brand loyalty in mall shoppers. Marketing Intelligence &
Planning, 38(5), pp.559-572.
Cai, R. and Chi, C.G.Q., 2018. The impacts of complaint efforts on customer satisfaction and
loyalty. The Service Industries Journal, 38(15-16), pp.1095-1115.
Hamouda, M., 2019. Omni-channel banking integration quality and perceived value as drivers of
consumers’ satisfaction and loyalty. Journal of Enterprise Information Management.
Slack, N.J. and Singh, G., 2020. The effect of service quality on customer satisfaction and
loyalty and the mediating role of customer satisfaction: Supermarkets in Fiji. The TQM
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Hafez, M., 2018. Measuring the impact of corporate social responsibility practices on brand
equity in the banking industry in Bangladesh: The mediating effect of corporate image
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Lin, H., Zhang, M. and Gursoy, D., 2020. Impact of nonverbal customer-to-customer interactions
on customer satisfaction and loyalty intentions. International Journal of Contemporary
Hospitality Management, 32(5), pp.1967-1985.
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Arora, P. and Narula, S., 2018. Linkages between service quality, customer satisfaction and
customer loyalty: A literature review. IUP Journal of Marketing Management, 17(4),
p.30.
Liamputtong, P., 2020. Qualitative research methods.
Nassaji, H., 2020. Good qualitative research. Language Teaching Research, 24(4), pp.427-431.
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