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7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah

The purpose of this study was to assist Global Market Operation of Deutsche Bank Malaysia Berhad, Kuala Lumpur (GM OPS) in determining their services marketing mix. It is to identify the current strategies that have been practiced by Global Market Operation of Deutsche Bank in term of the 7P's....

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Main Author: Mohd Hanafiah, Mohd Khairi
Format: Student Project
Language:English
Published: Faculty of Business and Management 2008
Subjects:
Marketing
Online Access:http://ir.uitm.edu.my/id/eprint/19094/1/PPb_MOHD%20KHAIRI%20MOHD%20HANAFIAH%20BM%2008_5.pdf
http://ir.uitm.edu.my/id/eprint/19094/
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spelling my.uitm.ir.190942018-02-13T04:55:47Z http://ir.uitm.edu.my/id/eprint/19094/ 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah Mohd Hanafiah, Mohd Khairi Marketing The purpose of this study was to assist Global Market Operation of Deutsche Bank Malaysia Berhad, Kuala Lumpur (GM OPS) in determining their services marketing mix. It is to identify the current strategies that have been practiced by Global Market Operation of Deutsche Bank in term of the 7P's. The research is also focusing on the perception of the customers towards the strategy that have been practiced by Global Market Operation of Deutsche Bank and also to induce the customer's suggestions and ideas on how Deutsche Bank can improve their performance to attract new customers and retain old customers. The result indicates that the staffs / personnel factor explained the highest proportion of customer's purchase intentions towards GM OPS of Deutsche Bank Malaysia Berhad. The weakest link in the 7P's marketing strategy would be the promotional activities and process of banking transaction that are not aggressively and accurately performed in order to create customer awareness and enhance customer's satisfactions. The researcher used descriptive research in order to conduct the research on the issues. 60 questionnaires were distributed to customers of Global Market Operation of Deutsche Bank and these respondents were selected using non probability sampling technique. Questionnaires were distributed as the survey instrument as the source of primary data. The researcher also conducts several sessions of interviews with the management of GM OPS of Deutsche Bank to gain the information relevant to achieve the objectives of the study. Faculty of Business and Management 2008 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/19094/1/PPb_MOHD%20KHAIRI%20MOHD%20HANAFIAH%20BM%2008_5.pdf Mohd Hanafiah, Mohd Khairi (2008) 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing
spellingShingle Marketing
Mohd Hanafiah, Mohd Khairi
7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
description The purpose of this study was to assist Global Market Operation of Deutsche Bank Malaysia Berhad, Kuala Lumpur (GM OPS) in determining their services marketing mix. It is to identify the current strategies that have been practiced by Global Market Operation of Deutsche Bank in term of the 7P's. The research is also focusing on the perception of the customers towards the strategy that have been practiced by Global Market Operation of Deutsche Bank and also to induce the customer's suggestions and ideas on how Deutsche Bank can improve their performance to attract new customers and retain old customers. The result indicates that the staffs / personnel factor explained the highest proportion of customer's purchase intentions towards GM OPS of Deutsche Bank Malaysia Berhad. The weakest link in the 7P's marketing strategy would be the promotional activities and process of banking transaction that are not aggressively and accurately performed in order to create customer awareness and enhance customer's satisfactions. The researcher used descriptive research in order to conduct the research on the issues. 60 questionnaires were distributed to customers of Global Market Operation of Deutsche Bank and these respondents were selected using non probability sampling technique. Questionnaires were distributed as the survey instrument as the source of primary data. The researcher also conducts several sessions of interviews with the management of GM OPS of Deutsche Bank to gain the information relevant to achieve the objectives of the study.
format Student Project
author Mohd Hanafiah, Mohd Khairi
author_facet Mohd Hanafiah, Mohd Khairi
author_sort Mohd Hanafiah, Mohd Khairi
title 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
title_short 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
title_full 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
title_fullStr 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
title_full_unstemmed 7P's marketing strategy affecting customer's purchase intentions towards Global Market Operation of Deutsche Bank, Kuala Lumpur / Mohd Khairi Mohd Hanafiah
title_sort 7p's marketing strategy affecting customer's purchase intentions towards global market operation of deutsche bank, kuala lumpur / mohd khairi mohd hanafiah
publisher Faculty of Business and Management
publishDate 2008
url http://ir.uitm.edu.my/id/eprint/19094/1/PPb_MOHD%20KHAIRI%20MOHD%20HANAFIAH%20BM%2008_5.pdf
http://ir.uitm.edu.my/id/eprint/19094/
_version_ 1685649167039332352
score 13.211869

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