Getting the next swipe: Improving customer loyalty for OCBC bank credit cards

• Main Authors: ANG, Marcus, CHEN, Yongchang, DARENDELI, S. Pinar
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Credit Cards; Customer Loyalty; Credit and Loans Industry; Competitor Analysis; Regression Analysis; Customer Acquisition; Business Administration, Management, and Operations
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/402; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-21-BATCH%20%5BPDF-Pic%5D/SMU-21-0044%20%5BOCBC%20Bank%20Credit%20Cards%5D/SMU-21-0044%20%5BOCBC%20Bank%20Credit%20Cards%5D.pdf?CT=1644421590750&OR=ItemsView
• Institution: Singapore Management University

This case is set in 2020. In the latest credit cards sub-sector report from the Customer Satisfaction Index of Singapore (CSISG) survey by the Institute of Service Excellence (ISE) at the Singapore Management University, OCBC Bank’s credit card business was ranked last again in terms of customer sat...