Customer Research - Atm Card Service For Student
TABLE OF CONTENTS
TABLE OF CONTENTS 1
CHAPTER 1
INTRODUCTION 8
1.1. Background of the study 8
1.2. Research problem 9
1.3. Research objectives 10
1.4. Research scope and limitation 11
1.5. Structure of the thesis 11
CHAPTER 2
THEORETICAL BACKGROUND 13
2.1. The concept of banking market 13
2.1.1. Marketing 13
2.1.2. Banking business 14
2.1.3. Marketing in banking business and application of marketing in Vietnam banks’ business 17
2.2. Customer behavior in the banking industry 17
2.2.1. Factors influence to the needs of banking service 17
2.2.2. Baking service characteristic and buyer’s behavior 20
2.2.2.1. Baking service characteristic 20
2.2.2.2. Buyer’s behavior 21
2.2.3. Financial needs and motive for consumption 21
2.2.4. Decision process of using financial service 22
2.2.5. Model of using financial service behavior 23
2.2.6. Customer’s choice 23
CHAPTER 3
RESEARCH METHODOLOGY 25
3.1. Data collection 25
3.1.1. Secondary data sources 26
3.1.2. Primary data sources 27
3.2. Data analysis 28
CHAPTER 4
RESEARCH FINDINGS 29
4.1. Student demographic characteristics 29
4.1.1. Gender, age and years living in urban areas 29
4.1.2. University/college types 31
4.1.3. Income and Spending habits 33
4.2. Student buying behaviors 35
4.2.1. Purpose of using ATM card service 35
4.2.2. Criteria for choosing an ATM card service 36
4.2.3. Students’ methods of searching and gathering information about banks and banking services 38
4.2.4. Factors influencing students’ choice of ATM service 39
4.3. Techcombank’s awareness and perception 40
4.3.1. Techcombank’s awareness 40
4.3.2. Satisfaction of current Techcombank’s ATM card...
View Full Essay