ANALISIS CONJOINT SEBAGAI ALAT MENENTUKAN MODEL PREFERENSI NASABAH MENABUNG DI BANK

Budiono Budiono

Abstract


Nowadays, the competition environment between banks is more intense, in which each bank try to provide the best services and products and promote the benefits of its products. In that situation, the preference and loyalty of customers are recognize as the key of success. Hence, banks are required to develop a new marketing concept through the attributes which already owned. Through the attributes, the evaluation of attributes importance level toward the banking products and services can occur. Conjoint analysis is atechnique that used in determining the realtive importance level and value of various attributes in a product or service. The article discuss which attribute and level that consider as a dominant factor for consumers in considering to save in banks.

Keywords


consumer preference, conjoint analysis, banking

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