The non-performance of BCB ParentCare accounts: case of BCB Towers branch / Omarali Matjais

Present the result of a survey of BCB Twin Towers’ customers concerning the relationship between the sales performance of ParentCare, the bank products and the impact the advertising, the service quality and the salesperson. Researcher only manages to secure 204 respondents out of the targeted element of 291 against the total population of 1,138 active individual account holders. This final figure represented 70 percent of the targeted elements and still represents a sizable population of 27.2 percent. The reliability of the research instrument, i.e. the questionnaire is proven by the higher level of overall Cronbach’s Alpha of 0.629 against the minimum of 0.5. This indicates that the instrument is able to achieve the objective and able to determine the consistencies of response by the respondents. The survey results provide evidence of a significant relationship between the advertising and the complimentary effort by the sales person and the important of direct marketing in pushing the banking product. In addition to the survey results, the findings also contain several marketing implications, including the need to revamp the bank marketing strategies.