WEALTH MANAGEMENT STRATEGY EVALUATION OF PERMATABANK TO BUILD PRIORITY CUSTOMER’S TRUST

Abstract

Purpose This research’s purposes are to evaluate wealth management strategy that applied in PermataBank in order to build their priority customer’s trust, to evaluate whether customer’s trust is one of the key why wealth management market penetration within priority customer is still below 10%. Methodology The methodology used to analyze the strategy and the impact is a descriptive qualitative. A in depth-interview and questionnaire form was done in order to collect the data. Subject of this research are Wealth Management Market Specialist officer, Priority Value Proposition, Customer Segmentation and Benefit officer, Relationship Manager, and priority customer of PermataBank itself. The evaluation was made by comparing the current strategy to theory that has been made by previous research. Findings The analysis revealed that the reason why wealth management market penetration is still low is not because of the lack of trust from priority customers itself but because from the behavior of the customer itself. Originality The researcher believes that this is the first study regarding the evaluation of PermataBank’s wealth management strategy.