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The Market Credibility of American Express Bank

Rs. 2,000.00



Introduction: American Express Bank has been facing stiff competition from new entrants. They are all vying for a large share in the fast growing Indian card market. The Indian card market has been growing at the rate of 30% per annum. AmEx needs to keep pace with, if not score over these companies on service levels being provided to the customers. Research has revealed that consumers today are more discerning than ever before about what they want from their credit cards. What they are looking for in a card issuer is - real value, genuine savings and exceptionally good service levels.
Apart from attracting potential card users, customer retention is also one of the most important factor influencing a card issuer’s success. In order to prevent its card members to shift to the services of other Issuers, AmEx wants to ensure that their service establishment is better than that of the other players in the Indian market. Therefore, AmEx wants to find out the satisfaction levels of its customers. Obtaining the accurate data on the satisfaction levels of its card members, will ensure AmEx to make appropriate changes in its service offerings if necessary and in turn will help AmEx in increasing the amount of customer loyalty. In order to ensure that the existing customers stay loyal, AmEx has to ascertain whether its existing customers are satisfied with its current service offerings.
The Objectives of the project report:
a) To ascertain whether the existing customers of American Express are satisfied with the service offering as regards the Cards & Operations division.
b) To identify the areas of improvement and formulating recommendations for the service offerings of the Cards & Operations Division of American Express Bank.
c) At the corporate level, the objective of this project is to ascertain whether the service offerings of American Express’ Cards & Operations Division are upto the mark and to provide a means for delivering better value to its customers.
d) At the academic level, the objective of this project is to give insights to the students on how to ascertain the level of satisfaction of a service organization.

Number of Pages of Project Report: 75
Package Includes: Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
Preface
Executive Survey
1. Industry Overview
- Significance of the Project

2. About American Express
- Mission
- The History of American Express
- The American Express Card Business
- Head Quarters
- Phone Numbers
- Email
- The American Express Card
- Company's Efforts ensuring (Customer's Satisfaction)

3. Research Methodology
- Objectives of the Project
- Research Design
- Data Collection Method

4. Customer Satisfaction- The concept

5. Marketing Strategies of AMEX
6. Finding & Analysis
7. Data Analysis and Interpretation
8. Conclusions & Recommendations
9. Bibliography
10. Sample questionnaire


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