Suggestions for marketing in Branch Transaction Office I of Agriculture Bank Hanoi

Abstract

The Branch-Transaction I of Agriculture bank Hanoi is a small branch which is facing fierce competition in the field of finance – banking in Hanoi, Vietnam. The aim of the thesis was to improve the marketing performance of the Branch-Transaction I by giving suggestions on building a strong brand and developing customer’s services based on an analysis of the customers’ opinions and marketing situation of the Branch-Transaction I in the capital Hanoi, Vietnam.

Both the quantitative questionnaire research for customers and the qualitative interview research for the manager of the Branch-Transaction I were carried out in order to investigate the customers’ preferences and the real marketing situation of the Branch-Transaction I. The research material was collected by online questionnaires and an open interview on the Internet

In conclusion, based on the research results of customers’ opinions, the suggestions were given to strengthen the brand of the Branch-Transaction I and improve customer’ service. The suggestions include improving brand awareness, enhancing service quality and continuous employee training.