Reasons for Voluntary Attrition in Credit Cards at Citibank Pakistan
Table of Contents
Title Page Number
Research Proposal 3
Introduction 7
• Problem Studied 7
• Background Information 8
• Research Goals 9
Preliminary Details 9
• Literature Survey 9
• Theoretical Framework 17
• Hypotheses Formulated 17
Research Design
• Type and Nature of the Study 17
• Sampling Design 18
• Data Collection Methods 18
• Data Analytic Techniques Used 19
Results of Data Analysis
• Hypotheses Substantiated/Unsubstantiated 19
Conclusions 25
Recommendations 25
Limitations of Study 27
Acknowledgements 27
References 27
CONFIDENTIAL
Research Proposal
On
Reasons for Voluntary Attrition in Credit Cards at Citibank Pakistan for the period Jan. ’10 to Jun. ’10.
Prepared for
Mr. Sibghatullah Hussaini
Submitted by
Ahmed Hassan
July 28, 2010
Sponsor’s Name/Client Professor Sibghatullah Hussaini, Faculty Member, IBA.
Advanced and Applied Business Research, Summer 2010
Contact Person
Same as above
Background
1) Industry/Category
In today’s competitive credit card market card cancellations or “voluntary attrition” is a genuine threat to the customer base of any progressive company. Good companies keep a vigilant eye on attrition dynamics. They want to know who is leaving when, how and why.
2) Company/Brand
Citibank is part of Citigroup, the largest financial service provider and currently one of the most profitable companies in the world. Citibank provides a broad range of financial services to consumer and corporate customers in 101 countries and territories. The Citibank franchise was set up in Pakistan in 1961 with Corporate Banking operations.
Marketing Objective:
Purpose of the study is to find out if the cancellations are linked to customer expectations that have not been met. These expectations can be value related or service related. Value
Title Page Number
Research Proposal 3
Introduction 7
• Problem Studied 7
• Background Information 8
• Research Goals 9
Preliminary Details 9
• Literature Survey 9
• Theoretical Framework 17
• Hypotheses Formulated 17
Research Design
• Type and Nature of the Study 17
• Sampling Design 18
• Data Collection Methods 18
• Data Analytic Techniques Used 19
Results of Data Analysis
• Hypotheses Substantiated/Unsubstantiated 19
Conclusions 25
Recommendations 25
Limitations of Study 27
Acknowledgements 27
References 27
CONFIDENTIAL
Research Proposal
On
Reasons for Voluntary Attrition in Credit Cards at Citibank Pakistan for the period Jan. ’10 to Jun. ’10.
Prepared for
Mr. Sibghatullah Hussaini
Submitted by
Ahmed Hassan
July 28, 2010
Sponsor’s Name/Client Professor Sibghatullah Hussaini, Faculty Member, IBA.
Advanced and Applied Business Research, Summer 2010
Contact Person
Same as above
Background
1) Industry/Category
In today’s competitive credit card market card cancellations or “voluntary attrition” is a genuine threat to the customer base of any progressive company. Good companies keep a vigilant eye on attrition dynamics. They want to know who is leaving when, how and why.
2) Company/Brand
Citibank is part of Citigroup, the largest financial service provider and currently one of the most profitable companies in the world. Citibank provides a broad range of financial services to consumer and corporate customers in 101 countries and territories. The Citibank franchise was set up in Pakistan in 1961 with Corporate Banking operations.
Marketing Objective:
Purpose of the study is to find out if the cancellations are linked to customer expectations that have not been met. These expectations can be value related or service related. Value
References: Textbook: Marketing Research by Naresh Malhotra 5th Edition