Tay, Charles (2010) OVERSEAS CHINESE BANKING CORPORATION CHILDREN DEVELOPMENT CO-SAVINGS (BABY BONUS) ACCOUNT. [Dissertation (University of Nottingham only)] (Unpublished)

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With effect from 1st August 2008, Overseas Chinese Banking Corporation (“OCBC”) and Standard Chartered Bank Singapore (“Stanchart”) had taken over from Development Bank of Singapore (“DBS”) as the managing agents for the Children Development Co-Savings (Baby Bonus) Accounts. After the concluded transfer exercise in November 2008, OCBC had since been the market leader with 76% of the market share.

With the change of managing agents on 1st August 2008, parents had to choose between either of the managing agent for their children’s development accounts.

The study identified the factors that would be relevant to parents’ choice of managing agent. Adopting the 7Ps of the services marketing mix model, the study also analysed the factors influencing parents’ choice of managing agent and if these factors contributed to OCBC being preferred over Stanchart.

The findings from this dissertation study showed that OCBC had understood the parents’ needs and therefore cited as a better choice as managing agent.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 12 Jul 2010 15:30
Last Modified: 15 May 2016 15:43
URI: http://eprints.nottingham.ac.uk/id/eprint/23488

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