AN ANALYSIS OF BANK X S CREDIT CARD BUSINESS STRATEGY USING QSPM ( QUALITATIVE STRATEGIC PLANNING MATRIX) METHOD SUPPORTED BY AN ANALYSIS OF CREDIT CARD CONSUMERS SATISFACTION USING SERVQUAL METHOD

• Main Author: Hendra Widjaja (NIM 291 05 127), Erwin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6076
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Credit Card Industry in Indonesia underwent a good growth, this is supported by the number of banks issuing credit card and the increasingly improved potency of Indonesian economy. The growing credit card industries are also accompanied by the number of retail stores receiving credit cards are increasingly growing such that it gives a privacy for credit card holders to use the credit card as an alternative for payment beside cash money. Based on the data of Bank Indonesia, the number of credit cardholders has exceed 8.2 million with the total transactional volume reached at 60 trillion per year. The growth of credit card that is increasingly improved encourages Bank Indonesia to review the credit card industry as payment instrument <br /> <br /> <br /> <br /> <br /> in a frame of protection to the consumers. The presence of regulations rising up a minimum payment results in the occurrence of the decreasing number of credit card holders. <br /> <br /> <br /> <br /> <br /> This problem has been studied using QSPM Method ( Quantitative Strategic Planning Matrix) to deeply understand a business strategy that must be applied by Bank X. The measures carried out are to analyze the companys internal and external conditions using STEEP , Value Chain Method and then to analyze using IFE Matrix, EFE Matrix Methods and to analyze competitors conditions by Competitive Profile Matrix. Continued by a combination using Grand Strategy, SWOT Matrix and IE Matrix. The result of the combination will be classified on the basis of strategic priority alternative such that it is obtained a most appropriate strategy to overcome the problems emerged. <br /> <br /> <br /> <br /> <br /> The implementation of Market Penetration Strategy supported by the result of customers satisfaction analysis must involve many departments Marketing, Finance,HRD,DBMS including to give reward for the departments successfully implementing that of the business strategies above. <br />