Question

You are a research consultant hired by a large financial banking institution to explore ways in which the bank can increase the number of consumers making loan applications using the bank’s online and mobile platforms. The banking institution specializes in offering a range of personal loans to customers.

After conducting exploratory research through several focus groups and in-depth interviews, you have collected a large amount of qualitative data.

You have identified the quotes below (Exhibit 2) as most useful.

Exhibit 2:

“I think banks that ask customers to make online loan applications are potentially limiting their opportunities to attract certain types of customers. Customers who are heavy online users would benefit but older customers are likely to miss out.”

“All customers that use online and mobile platforms think they are getting a better deal than those customers that prefer to attend the bank branch to make applications.”

“There are some people that just use the online means to communicate with their bank, it’s their approach, whilst other customers are not too fussed about communicating that way.”

“Even if there was a free gimmick for applying for loans online I wouldn’t apply, even though I am loyal to my financial institution and feel I deserve free things from the bank.”

“Dealing with the bank online, especially for financial transactions, is a little risky”

“I buy books online all the time, that is easy, but it is not that simple when it comes to dealing with my bank.”

“Those people who have been dealing with the bank using their Web-Site are clearly not aware of the dangers associated with using that platform.”

“When I talk to my colleagues at work about how they deal with their banks, I know that I am less of a risk taker than them.”

“My friends always tell me of the benefits of online and mobile platforms when it comes to banking, but I would only use my credit card to buy things online when they are not readily available in the shops.”

“I would never apply for an online loan, it is for those persons looking for trouble.”

“What really annoys me is that my electricity company now charges me a fee for sending out the bill by mail. They keep offering me a ‘paperless solution’. I am not sure what that means, but I do suspect it is not the same as getting your bill in the post.”

“Personally I do not see any benefit in dealing with my bank using their online platform. It is all risk without any benefit to me. Anyway the banks are just trying to cut costs by asking customers to deal with them via their Web-Site”

1. From the qualitative data provided, list and describe 3 themes that have emerged, with specific reference to the data in Exhibit 2 (9 marks)

Theme 1: (3 marks)

Theme 2: (3 marks):

Theme 3: (3 marks):

Answer 1

3 Themes that have emerged form Exhibit 2

THEME 1 RISK

Many of the customers think that dealing with internet banking is risky, the reason for this is that they don't trust their bank when it comes to online transactions. other thing which customer aware about are the hidden charges or online transactions fees of bank as said “What really annoys me is that my electricity company now charges me a fee for sending out the bill by mail. They keep offering me a ‘paperless solution’. I am not sure what that means, but I do suspect it is not the same as getting your bill in the post.” .even loyal and regular customers of bank are not readily go for internet banking even if bank offers free services through Internet Banking.

THEME 2 AWARENESS.

The data shows that banks does not spread awareness among their customer about internet banking, customers are unaware about security measures taken by bank to protect customers interest. as said “Dealing with the bank online, especially for financial transactions, is a little risky” . The first thought of customer will always be what if funds are transfer to wrong account, to whom should i approach and will bank help me? bad experience at bank itself is also responsible for customer to not go for internet banking.

THEME 3 ATTENDING BANK

Their are two groups one which use internet banking and second which don't, in which Majority of people think that attending bank for their transactions are less riskier than online, face-to-face approach with banking personal gives a surety of banking transactions. Many a times people who can make transactions and use internet banking also don't opt for it due to lot of risk included in it.