This thesis is intended to make an analysis of the customer profile of ABC credit card customers and also their perception on feature product performances . This research includes : a. identifying the characteristics and conduct of bank ABC credit card consumers, b. analyzing the features expected by customer from a credit card, c. developing a strategy of bank ABC to fulfill the expected features. By applying the Fishbein Multiatribute analysis and by comparing it with credit cards of the competitor banks, that is Citibank and BCA, it is found out that the ABC credit cards has advantage on inexpensive annual fee and loan interest. Observing the multifunction / feature of the ABC credit card in the third position and in view of the ABC banking technology which can still accommodate the consumers expectation, then it is considered necessary to multiply feature by connecting it with the previous research carried out by MARS stating that the positioning of the ABC credit card is family credit card, then the future strategy of bank ABC in the credit card business is multiplying features of the credit card aimed at the families routine payment facilily closely related to the needs of family through promotion made in the electronic media and printed media in an directed and focused manner. The analysis in line with effort to set up the marketing strategy and the card business development of ABC.
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