EXPLORING SELLING FEATURE VS SELLING VALUE TOWARD SAVING AT SHARIA BANK

Maika, M Ruslianor and Latifah, Fitri Nur (2017) EXPLORING SELLING FEATURE VS SELLING VALUE TOWARD SAVING AT SHARIA BANK. Universitas Muhammadiyah Sidoarjo. (Submitted)

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Abstract

Propose | this research aims to explore selling feature versus selling value toward savings in Sharia Bank. The attraction point of a product is based on the features’ excellences and the product’s capability. Technology is one of the easies of giving additional features in a product. Even though the utilization patterns and religious tendencies are the factors that influence the use of savings in Sharia Bank, the feature can both make the product be excellent for the customers and tend to be useless as well for them. Methodology/Design/Approach | Employing the mystery shopping method, this research’s subjects are two customer services and six mystery shoppers. This method is a hidden interview that is conducted by mystery shoppers by addressing various questions in connection with the opening of saving account in BRI Syariah. In addition, the secondary-data collection is also conducted by referring to the financial statement published in BRI Syariah website. Findings | Even though the trend of the increase of saving accounts in BRI Syariah within 2009-2015 periods is really high, the growth of it goes slowly. The occurence of savings’ slow growth must be responsed by the initiative new-strategy which is VRIN, the combination of the uniqueness of the saving (finacial collection) and defrayal product, so that the competitive excellence, which is now volatile, is subtitued with the new- competitive excellence in order to reincrease the savings growth. Conclusion | The change from selling feature to selling value will replace the old-competitive excellence to the new ones as the initiative new-strategy in order to increase the savings growth in BRI Syariah. The organization which is reluctant to create changes tends to be replaced by other institutions which have new-competitive excellence needed by the customers.

Item Type:	Article
Subjects:	H Social Sciences > HG Finance
Divisions:	Faculty of Islamic Studies > School of Islamic Banking
Depositing User:	ps umsida
Date Deposited:	14 Aug 2017 06:26
Last Modified:	14 Aug 2017 06:26
URI:	http://eprints.umsida.ac.id/id/eprint/678

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