Preferensi nasabah terhadap layanan atm implikasinya bagi rekomendasi pemasaran

Binuko, Wahyu (2005) Preferensi nasabah terhadap layanan atm implikasinya bagi rekomendasi pemasaran. Masters thesis, Institut Pertanian Bogor.

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Abstract

The purposes of this study are as follows: 1) to evaluate customers’ preference toward “BMRI” ATM service; 2) to identify ATM service factors that might concern customers preference and attributes which can be improved; 3) to identify ATM service attributes that should be maintained; 4) to provide marketing recommendation. The data was collected from 170 saving accounts customers, that consists of 50 respondents who have not been using “BMRI” ATM and 120 respondents who have been using “BMRI” ATM. Descriptive, Cochran, Importance & Performance Matrix, Factor and Cluster Analysis were used to analyze the data. The results of this study showed that respondents consider ATM service as an important electronic channel to do banking transaction. There are 18 ATM service attributes that respondents consider as an important factor. The performance of “BMRI” ATM attributes was also categorized into four groups, which are: 1) problem areas; 2) company strengths; 3) unimportant weaknesses; 4) under-valued assets. Moreover, there are five factors supporting ATM service to meet the customer needs. Cluster analysis results showed that respondents were also categorized into three groups based on educational background, job, salary, monthly expenditure, number of monthly ATM transactions and the type of payment transaction frequently performed. Bank “BMRI” should maintain ATM service attributes which can be one of the company strengths. A very serious consideration should be taken by Bank “BMRI” to improve call center service, handling customer’s complains, and the procedure of re-issuing card. The number of ATM user could be increased through improved services. The improvements of ATM service quality can be delivered by using the appropriate marketing mix (product, price, place and promotion). Process, performance and people related to ATM service were also needed to support triangle selling ATM service.

Item Type: Thesis (Masters)
Additional Information: 20(E17)Bin p
Uncontrolled Keywords: Layanan ATM, PT. Bank “BMRI”, Manajemen Pemasaran, Preferensi Nasabah, Bauran Pemasaran, Analisis Cochran, IPA Matrix, Analisis Faktor, Cluster, Studi Kasus.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 17 Nov 2016 07:09
Last Modified: 17 Nov 2016 07:09
URI: http://repository.sb.ipb.ac.id/id/eprint/2707

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