印尼新韩银行提高汽车贷款产品销售业绩的策略

Tri Wulan Defridayanti S.Hum, Ana Noveria SE, MBA, PHD
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引用次数: 0

摘要

在新韩银行内部,"我的汽车贷款 "是其顶级消费产品之一。然而,与其他汽车金融竞争对手相比,新韩银行在销售业绩方面远远落后。印尼现代汽车公司有四个官方金融合作伙伴为其购车提供支持,即Maybank Finance、Mandiri Tunas Finance、Sunindo KB Finance 和新韩银行。该公司是唯一一家以银行为基础的金融合作伙伴,其他三家则是专门从事汽车融资的综合金融公司。此外,其中两家公司,Mandiri Tunas Finance 和 Maybank 已经是汽车融资行业的知名企业。与此同时,新韩银行是一家新公司,在公众中的品牌知名度较低。本研究的数据收集方法是访谈和问卷调查。在研究方法上,对于问卷数据,作者采用了 NPS(净推荐值)法和信度检验法。至于访谈数据,作者使用了主题分析法(TA)。通过这项研究,作者旨在获得洞察力,从而提出新的战略。
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Strategies to Improve the Sales Performance of Car Loan Products in Bank Shinhan Indonesia
In internal Bank Shinhan, My Car Loan is one of their top consumer products. However, when compared to other car financing competitors, Bank Shinhan was far behind in terms of sales performance. Hyundai Motors Indonesia has four official financial partners to support its car purchasing, namely: Maybank Finance, Mandiri Tunas Finance, Sunindo KB Finance, and Bank Shinhan. The company is the only bank-based financial partner, while the three others were multi-finance companies that specialized in car financing. Moreover, two of them, Mandiri Tunas Finance and Maybank were already well-known players in the car financing industry. Meanwhile, Bank Shinhan is a new player with low brand awareness among the public. In this research, the data collection methods were interviews and questionnaires. As for the research method, for the questionnaire data, the author used the NPS (Net Promoter Score) method and reliability test. As for the interview data, the author used the TA (thematic analysis) method. With this research, the author aimed to get insights to propose new strategies.
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