【案例名称】Pilgrim Bank (A): Customer Profitability

【作者】Frances X. Frei, Dennis Campbell

【页数】8

【格式】PDF

【语言】英语

【出版日期】2001年10月19日

【修正日期】2005年8月25日

【学科】管理业务 (Service Management)

【案例编号】602104-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/602104-PDF-ENG

【简介】

Used as part of the third module of a course on Managing Service Operations, which addresses how managers can inform their decisions with customer data (606-097).

Provides a context in which students can explore managerial decision making that is critically informed by data analysis. The setting is a retail bank and the decision

making relates to the bank's policy toward online banking. The management team is evaluating whether the bank should charge for access to online banking, provide incentives

to use the service, or devise some other policy altogether. With thousands of customers already using the online site, the bank is well positioned to assess the impact of

the service on customer profitability and retention before making final policy decisions. Told from the perspective of a recent MBA graduate who was charged with performing

the necessary data analysis and ultimately coming up with policy recommendations.

【学习目标】

1) To expose students to managerial situations in which data analysis constitutes a critical input; 2) To provide a compelling context in which students can explore sampling

and estimation, hypothesis testing, regression, and predictive modeling.

【涉及课题】

Marketing channels; Profitability; Regression analysis; Sampling

【背景】

    * Industry: Banking
    * Event Year Begin: 2001
    * Event Year End: 2001

【下载】

http://www.mbabbs.com/thread-442-1-1.html