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Pilgrim Bank (A): Customer Profitability

9-602-104
Résumé
Used as part of the third module of a course on Managing Service Operations, which addresses how managers can inform their decisions with customer data (606-097). Provides a context in which students can explore managerial decision making that is critically informed by data analysis. The setting is a retail bank and the decision making relates to the bank's policy toward online banking. The management team is evaluating whether the bank should charge for access to online banking, provide incentives to use the service, or devise some other policy altogether. With thousands of customers already using the online site, the bank is well positioned to assess the impact of the service on customer profitability and retention before making final policy decisions. Told from the perspective of a recent MBA graduate who was charged with performing the necessary data analysis and ultimately coming up with policy recommendations.
Mots-clés
Customers;Marketing channels;Profitability;Regression analysis;Sampling
Public
Case
Secteur d'activité
Industry Setting: Banking;Finance & insurance
Caractéristiques particulières
Case Teaching Note, (608095), 11p, by Frances X. Frei;Case Teaching Note, (608115), 34p, by Frances X. Frei, Dennis Campbell;Spreadsheet Supplement, (608715), 0p, by Frances X. Frei;Spreadsheet Supplement, (XLS266), 0p, by Frances X. Frei, Dennis Campbell
2001
Livraison par lien de téléchargement
9
Oui - à acheter séparément

Adhérents : 5,10 € HT / Non adhérent : 5,50 € HT
Licence à l'unité*
* Usage unique limité à une session. Prix par étudiant formé. Licence à renouveler pour chaque nouvelle session.

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