Competitive analysis of retail banking in Singapore.
Song, Mei Foong.
Tan, Li Ling.
Tan, Caroline Wei Lin.
Date of Issue1998
College of Business (Nanyang Business School)
The aim of this study is to gain a better insight into the retail banking industry in Singapore. This project serves to provide a current market review of the retail banking industry in Singapore. This research examined two major issues of concerns to the retail bandking industry. First, we evaluated the marketing strategies adopted by the banks on the basis of four Ps: products, promotion, price and place, a a greater insight was obtained through bank interview surveys, marketing brochures and promotions. Second, a survey with a sample size of 330 respondents was conducted to gain a better knowledge of the customer's perceived service quality provided by the banks. The Survqual model was used in this research.
Final Year Project (FYP)
Nanyang Technological University