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Abstract : <br /> <br /> <br /> Credit Card business is very prospective source of non-interest income for banks/other financial institutions and the full competition market pushed BNI MasterCard to develop it product competitively. The problem of Credit Card product development n...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/9308 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Abstract : <br />
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Credit Card business is very prospective source of non-interest income for banks/other financial institutions and the full competition market pushed BNI MasterCard to develop it product competitively. The problem of Credit Card product development now focused on producers (issuers) and not on consumers. Cause the aim of product development is fulfill the consumers need, so the consumers preference research of product items offered by Credit Card is very important thing. <br />
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The objective goal of this research is to identib) the dominant factors of the consumer preference about Credit Card product offered and will be related with market situation as input for BNI MasterCard product development and marketing. The manifest variable on this study amount 43 variables shown at quetionnare, and then will be processed with Principle Component Analyzing through SPSS Programme. <br />
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Based on consumer preferences, BNI MasterCard product development can be done with any dimension, such as dimension factor of inovative effort for value added, fees and fares instrument, access to pay cardholders routine bill, global financial assistence, Credit Card security, and access to public phone. <br />
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Based on market situation market, BNI MasterCard has competitive advantage on interest, fund transfer service, hospital protection insurance, and Telkomsel bill payment fasility. <br />
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With many consideration, BNI MasterCard is more effective if develop it product through dimension factor of inovative effort for Credit Card value added, access to pay cardholders routine bill, and ability to handle the main customers problem. On the marketing of Credit Card, Bank BNI has to use the competitive advantages product of BNI MasterCard on promotion and ability to use the synergy strengths of Bank BNI. <br />
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