Cougar Visa Case
Cougar Visa: Developing a Means-End Chain for a Credit Card
A) Using the data provided, perform a means-ends analysis.
During this case study, we can see that the current state the following: there are an increasing number of competitors in the credit industry. More and more companies enter this industry, making even more difficult for the bank to compete and gain more customers shares. So, we’ve perform a means-end analysis of the situation in order to get the maximum information for them improve their services and be more efficient. The goal of this means-end analysis was to find a way to differentiate from the others by any means. But the first step of it was to find out what’s important for the customers when we’re talking a credit car (ie: what features do the expect? What kind of things really matters?).
From that, we could analyze the means-end chain. The first thing that comes to mind is that the attributes are all around fees and acceptability. Indeed, in table 3, we can see that the major part of the people interview got for attribute either fees (annual, or interest rate) or acceptability. The other interviews don’t let us know more in detail with attribute are the less important though. Those attributes lead to some consequences/benefits. After giving a glance at table 3, we could easily says that the most important ones are saving money (which makes sense because you don’t want to put money in one bank if it’s not for saving that money) and contracting with a trustworthy bank. Indeed, if you trust your bank it’s mostly because you don’t feel that their interest rate are too high, you feel secure about your money, you feel that the money you’re giving them each month is worth the services you get. After having found the attributes and the consequences, we have to found out what are the values at the end of this means-end chain. In this case, we can conclude that the quality of life is playing the biggest role. Indeed, you choose a bank because
A) Using the data provided, perform a means-ends analysis.
During this case study, we can see that the current state the following: there are an increasing number of competitors in the credit industry. More and more companies enter this industry, making even more difficult for the bank to compete and gain more customers shares. So, we’ve perform a means-end analysis of the situation in order to get the maximum information for them improve their services and be more efficient. The goal of this means-end analysis was to find a way to differentiate from the others by any means. But the first step of it was to find out what’s important for the customers when we’re talking a credit car (ie: what features do the expect? What kind of things really matters?).
From that, we could analyze the means-end chain. The first thing that comes to mind is that the attributes are all around fees and acceptability. Indeed, in table 3, we can see that the major part of the people interview got for attribute either fees (annual, or interest rate) or acceptability. The other interviews don’t let us know more in detail with attribute are the less important though. Those attributes lead to some consequences/benefits. After giving a glance at table 3, we could easily says that the most important ones are saving money (which makes sense because you don’t want to put money in one bank if it’s not for saving that money) and contracting with a trustworthy bank. Indeed, if you trust your bank it’s mostly because you don’t feel that their interest rate are too high, you feel secure about your money, you feel that the money you’re giving them each month is worth the services you get. After having found the attributes and the consequences, we have to found out what are the values at the end of this means-end chain. In this case, we can conclude that the quality of life is playing the biggest role. Indeed, you choose a bank because