An analysis of credit card marketing of Bank Asia Limited: A study on card division
Islam, Md. Shahidul
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Bank Asia Limited started its journey on November 27, 1999 with an aim to be fully customer focused through rendering technology driven innovative products and services. Bank Asia limited a full service commercial bank with local and international institutional shareholding. Bank Asia has been striving to provide best-in-the-class services to its diverse range of customers spread across the country under an on-line banking platform. I have worked in few major departments of Bank Asia, Sales Department, Credit & Risk Department, Operation Department and Recovery Department of Principal office. Credit card is plastic revolving loan facilities for purchase goods & services which get without collateral or security. Credit card is a secured substitute to cash and is the major mode of payment worldwide. The title of the report Analysis of Credit Card Marketing of Bank Asia Limited: A study on Card Division is selected by the honorable Supervisor of my report. The main objective of the study is to identify product offered by BA and to describe pricing, distributing and promotion of cards offered by Bank Asia Limited. The methodology contains Primary Data and Secondary Data. Credit card is marketed through: Direct sales, Branch cross sell, Assistant Relationship Officer, Telesales, Walk in Customer. There are different types of credit card facilities to its customers like Master Card, Visa Card, Butterfly Card, Platinum Card etc. to give security to banks credit card section takes various documents like National ID card, TIN certificate, Office ID card, Trade License, visiting card, Letter of Lien, Utilities paper etc. while sanctioning these Credit Card. There are some problems like some applicant provide illegal documents for getting credit cards, customer becomes worried about their charges, BAL can’t provide cards to the contractual employees. Bank Asia trying to use technology for collecting documents.
- Journal of law