Factors influencing consumer's behavior toward BII gold saving account

, Margaretta and Wijaya, Nidya (2009) Factors influencing consumer's behavior toward BII gold saving account. Bachelor thesis, Petra Christian University.

Abstract

The tight competition and the need of fresh fund have caused banks to acquire more customers to have saving accounts. This Final Assignment Report analyzes the factors influence consumer behavior towards BII Gold saving account. The writers use Multiple Regression analysis as the analytical method in order to identify the significant influences of marketing mix, internal factors and Customers' Experience Management (CEM) factor towards BII Gold saving account as measured by the customers' decision making pattern. This research is classified as quantitative research. The data are collected through distributing questionnaires which will result in nominal, ordinal and interval data. After the multiple regression analysis is done, the result shows that marketing mix, internal factors and CEM all together do influence consumer behavior. Product, price, people, process from marketing mix, psychological from internal factors, and customer interface and brand experience from CEM are all significantly influence consumer behavior. Gap analysis is conducted to know whether BII has already met customers? expectation towards those significant factors. The result shows that BII has not perfectly met the consumers' expectation from all of those significant factors. The biggest gaps appear in variable price, process, and products.

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