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    MKT301 Project: Presented To Dr. Mohamed Asfoury Mr. Ahmad Bakir

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    Amir Menesy
    This document summarizes a marketing research project conducted for an Egyptian bank. The bank was facing two problems: low credit card issuance and decreasing customer loyalty. The project hypothesized relationships between these problems and errors in paperwork, insufficient customer information, and conflicts in details. A questionnaire was developed and administered to bank clients in Cairo to measure satisfaction, problems receiving credit cards, willingness to switch banks, and recommendations. The conclusions identified issues with the credit card process and a lack of dedicated staff. Recommendations included improving documentation, checks, and establishing a separate credit card department.

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    MKT301 Project: Presented To Dr. Mohamed Asfoury Mr. Ahmad Bakir

    Uploaded by

    Amir Menesy
    39 views13 pages
    This document summarizes a marketing research project conducted for an Egyptian bank. The bank was facing two problems: low credit card issuance and decreasing customer loyalty. The project hypothesized relationships between these problems and errors in paperwork, insufficient customer information, and conflicts in details. A questionnaire was developed and administered to bank clients in Cairo to measure satisfaction, problems receiving credit cards, willingness to switch banks, and recommendations. The conclusions identified issues with the credit card process and a lack of dedicated staff. Recommendations included improving documentation, checks, and establishing a separate credit card department.

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    MKT301 Project Presentation

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    This document summarizes a marketing research project conducted for an Egyptian bank. The bank was facing two problems: low credit card issuance and decreasing customer loyalty. The project hypothesized relationships between these problems and errors in paperwork, insufficient customer information, and conflicts in details. A questionnaire was developed and administered to bank clients in Cairo to measure satisfaction, problems receiving credit cards, willingness to switch banks, and recommendations. The conclusions identified issues with the credit card process and a lack of dedicated staff. Recommendations included improving documentation, checks, and establishing a separate credit card department.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    39 views13 pages

    MKT301 Project: Presented To Dr. Mohamed Asfoury Mr. Ahmad Bakir

    Uploaded by

    Amir Menesy
    This document summarizes a marketing research project conducted for an Egyptian bank. The bank was facing two problems: low credit card issuance and decreasing customer loyalty. The project hypothesized relationships between these problems and errors in paperwork, insufficient customer information, and conflicts in details. A questionnaire was developed and administered to bank clients in Cairo to measure satisfaction, problems receiving credit cards, willingness to switch banks, and recommendations. The conclusions identified issues with the credit card process and a lack of dedicated staff. Recommendations included improving documentation, checks, and establishing a separate credit card department.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
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    MKT301 Project

    Presented to
    Dr. Mohamed Asfoury
    Mr. Ahmad Bakir
    To Grow & Help Others Grow

    • Holds 18 billion EGP & owns largest share of the market in


    the Egyptian banking sector.

    •  Most profitable commercial bank in Egypt.

    •  Superior management.

    • High operating standards.

    • Premier training programs.


    Research Problem

    • Management Decision Problem:


    The bank has low credit card issuance.

    • Marketing Research Problem:


    Decrease in customer loyalty.
    Hypotheses

    • Relationship between low credit card issuance & errors in


    paperwork by branch.

    • Relationship between low credit card issuance and


    insufficient information delivered to the customers.

    • Relationship between low credit card issuance and conflict


    in details.
    Hypotheses: continued

    Dependent Independent
    • Loyalty of customers. • Incomplete paperwork by
    bank

    • Insufficient information
    available to customers

    • Conflict in details
    Sampling Process

    • Elements:
    Bank clients with an income of L.E 1,500 or more age above
    18 years, both males/females.

    • Sampling Unit:
    Business people, CIB customers, & bank clients

    • Extent:
    Cairo

    • Time:
    Year 2011
    Questionnaire measurements:

    • Yes - no

    • Multiple Choice

    • Likert scale

    • Rank scale

    • Open ended
    Questionnaire Question

    • On a scale of one 1 - 10, where 1 is the lowest


    and 10 is the highest, how satisfied are you with
    CIB’s credit card services?
    Questionnaire Question

    • Have you had problems receiving a credit card from


    CIB? If so, which of the following was the cause:
    Questionnaire Question

    • Would you switch to CIB should you not be satisfied


    with your own bank?
    Questionnaire Question

    • Would you recommend CIB to any of your friends or


    relatives?
    Conclusion

    • There is no dedicated credit card group in any branch.

    • No real working system that creates almost no errors in


    creating a credit card.

    • Customers are less loyal due to constant back and forth


    communication between the company and the customer.
    Recommendations

    •  Providing the customers with a list of the exact documents


    needed.
    • Thorough check by employees in charge of handling the
    customers’ paperwork.
    • Full check to determine if the paperwork matches the details on
    the account after customer has left
    • senior credit card employee) to check that everything is in order
    before the information is sent to headquarters
    • Having a separate department trained to deal with credit card
    issues

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