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

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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Amir Menesy
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267 views13 pages

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

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.

Uploaded by

Amir Menesy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on 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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