Essays on Customer Service in the Citibank Australia Bank Research Proposal

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The paper "Customer Service in the Citibank Australia Bank" is an excellent example of a research proposal on marketing. Citibank Australia was established in 1985 as one of the first overseas financial institutions to be issued with a banking license in the country. It is also one of the leading foreign banks in Australia. The banks’ head office is based in Sydney and presently comprises of main centers in Perth, Booragoon, Melbourne, and Brisbane. Besides, the company has approximately 1,200 Australians. Citigroup, which is the parent company, has almost a million clients in New Zealand and Australia, as well as about 900 institutional and corporate customers.

The bank’ s Chief Executive Officer (CEO) is Stephen Roberts (Citibank Australia 2011). In 199, Citibank Australia acquired Diners Club, and the Citigroup Center was established in Sydney in 2001. In 2002, the bank launched the CitiGold Wealth Management Banking, followed by the banking Group. With response to a great bailout of Citigroup Inc in 2008 by the United States Government, Citigroup publicized in January 2009 that the parent would be divided into Citicorp and bad bank; City Holdings that consists of the bank’ s brokerage, troubled assets, and client finance.

In this case, the good bank; Citicorp would comprise credit cards, retail banking, and business banking. Citigroup publicized on January 27, 2009, that the former head of the bank’ s brokerage business; Michael Corbat would lead the Citi Holdings. The US Government is said to be using substantial pressure on Citigroup to increase capital and this has caused assumptions concerning the selling of smaller international companies like Citibank Australia (Citibank Australia 2011). Citibank Australia consists of the customer group category of Citi Australia.

In addition, the company has two other wealth management and banking and markets. To begin with, Citi Global Consumer Group on which Diners Club and Citibank fall. Diners Club entails a charge card that was established in 1950. Secondly, Citi banking and markets have the Citibank performing many functions that include underwriting debt and equity, provision of mergers and acquisitions advice, and provision of services in custodial, foreign, cash management, treasury, and trade. Thirdly, Citi Global Wealth Management involves Citi Investment Research, Citi Private, and Citi Smith Barney.

In terms of retail banking, Citibank quickly extended its retail banking business by opening branches in main shopping centers like QVB and Castle Towers. The branches are monitored by third parties like Australia Post’ s Bank@Post, and NAB, rather than providing telling services. Nevertheless, some of the old branches like those in Citigroup provide telling services. In terms of products and services, Citibank Australia (2012) demonstrates that the company offers its clients personal loans, home loans, credit cards, savings accounts, and insurance.

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