Customer Research - Atm Card Service for Student

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TABLE OF CONTENTS

TABLE OF CONTENTS1

CHAPTER 1
INTRODUCTION8
1.1. Background of the study8
1.2. Research problem9
1.3. Research objectives10
1.4. Research scope and limitation11
1.5. Structure of the thesis11

CHAPTER 2
THEORETICAL BACKGROUND13
2.1. The concept of banking market13
2.1.1. Marketing13
2.1.2. Banking business14
2.1.3. Marketing in banking business and application of marketing in Vietnam banks’ business17 2.2. Customer behavior in the banking industry17
2.2.1. Factors influence to the needs of banking service17
2.2.2. Baking service characteristic and buyer’s behavior20 2.2.2.1. Baking service characteristic20
2.2.2.2. Buyer’s behavior21
2.2.3. Financial needs and motive for consumption21
2.2.4. Decision process of using financial service22
2.2.5. Model of using financial service behavior23
2.2.6. Customer’s choice23

CHAPTER 3
RESEARCH METHODOLOGY25
3.1. Data collection25
3.1.1. Secondary data sources26
3.1.2. Primary data sources27
3.2. Data analysis28

CHAPTER 4
RESEARCH FINDINGS29
4.1. Student demographic characteristics29
4.1.1. Gender, age and years living in urban areas29
4.1.2. University/college types31
4.1.3. Income and Spending habits33
4.2. Student buying behaviors35
4.2.1. Purpose of using ATM card service35
4.2.2. Criteria for choosing an ATM card service36
4.2.3. Students’ methods of searching and gathering information about banks and banking services38 4.2.4. Factors influencing students’ choice of ATM service39 4.3. Techcombank’s awareness and perception40

4.3.1. Techcombank’s awareness40
4.3.2. Satisfaction of current Techcombank’s ATM card customers41 4.4. Conclusions41

CHAPTER 5
RECOMMENDATIONS FOR TECHCOMBANK43
5.1. Matching Techcombank’s ATM card service with potential student customer group43 5.2. Applying pricing policy for student44
5.3. Promotion activities45

CONCLUSION47

REFERENCE48

APPENDIX 1. Survey questionnaire in Vietnamese49

APPENDIX 2. In-depth Interview Questions in Vietnamese53

Acknowledgments
The author would like to gratefully acknowledge the numerous individuals, banks, universities and colleges that have contributed in one way or another, to help the author conduct this research. First of all, the author would like to express sincere thanks to all faculty members of the MBA program at CFVG where the author, over the past two years, has studied and gained valuable knowledge and expertise. Especially, the author would like to express the deep gratitude to Doctor Nguyen Thi Tuyet Mai for her enthusiastic guidance and encouragement that inspired the author a lot during the process of writing the thesis. The author’s special acknowledgment is due to the managers and staff of the following organizations, banks, universities and colleges whose contribution has helped conduct this research: Techcombank, Vietinbank, Vietcombank, Marintime bank, National Economic University, University of Technology, Banking Institution and to many marketers of different banks. Finally, the author’s thanks go to the friends and colleagues who encouraged and helped the author during the writing time.

ABBREVIATIONS

TCB: Techcombank
IPO: Initial Public Offering
WTO: World Trade Organization
IT: Information Technology
USD: United State Dolar
VND: Vietnam Dong
MOET: Ministry of Education and Training
ATM: Automated Teller Machine

TABLE OF FIGURES

Figure 1 Research Methodology23
Figure 2 Gender of Students28
Figure 3 Gender and Years living in Urban29
Figure 4 Using ATM Card service status by type of universities/colleges30 Figure 5 Source of Students’ Income31
Figure 6 Spending habits by Gender32
Figure 7 Spending amount and income amount32
Figure 8 Purpose of Using ATM card service34
Figure 9 Importance Level and Satisfaction Level35
Figure 10 Source of Awareness37
Figure 11 Choice influencing factors38
Figure 12 Satisfaction...
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