Projekt strategie brandingu k rozvoji zákaznické loajality v bance CIMB

Phana Sok

Master's thesis

Branding Strategy Project to Develop Customer Loyalty at CIMB Bank

Abstract:

The financial industry has gone through the state of unrest worldwide in recent years and in Cambodia we witnessed the entrance of international banks, and local banks establishment. This increased of competition required new ways of forming competitive lead, and the objective of this paper is to study how branding is use and what are the potential they have, concentrating on high-income customers so called Preferred customers, and how could branding, and relationship could be used to attract and have them commit with the bank. As for the empirical research consist is conducted through the market intelligent of banks in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big players in the niche clients. The main findings indicate that branding is not taking a big advantage in attracting and commit the high-income customers. The three banks offer similar 'special' benefits to customers mainly for frequently travel customers. These top clients may have positive image of the bank and can be very loyal to relationship, but not much to the offers.

Abstract:

The financial industry has gone through the state of unrest worldwide in recent years and in Cambodia we witnessed the entrance of international banks, and local banks establishment. This increased of competition required new ways of forming competitive lead, and the objective of this paper is to study how branding is use and what are the potential they have, concentrating on high-income customers so called Preferred customers, and how could branding, and relationship could be used to attract and have them commit with the bank. As for the empirical research consist is conducted through the market intelligent of banks in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big players in the niche clients. The main findings indicate that branding is not taking a big advantage in attracting and commit the high-income customers. The three banks offer similar 'special' benefits to customers mainly for frequently travel customers. These top clients may have positive image of the bank and can be very loyal to relationship, but not much to the offers. The main findings indicate that branding is not taking a big advantage in attracting and commit the high-income customers. The three banks offer similar ?special? benefits to customers mainly for frequently travel customers. These top clients may have positive image of the bank and can be very loyal to relationship, but not much to the offers.

Keywords

CIMB Bank Cambodia, Preferred Customer.

Language used: English

Date on which the thesis was submitted / produced: 18. 4. 2016

Accessible from:: 18. 4. 2016

Thesis defence

• Supervisor: doc. Ing. Miloslava Chovancová, CSc.

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / field:
Economics and Management / Management and Marketing