Evaluation of quantitative indicators of marketing activities in the banking sector

Csikósová, Adriana; Čulková, Katarína; Janošková, Mária

doi:10.1016/j.jbusres.2016.04.075

Cited by 21 publications

(12 citation statements)

References 19 publications

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“…Consistent with the results of this section, the effectiveness of the information technology process was also confirmed by [42,[48][49][50]. In addition, the effectiveness of the processes of the marketing and sales management and the public relations and advertising management was also confirmed by [51][52][53][54][55]. The effect of the risk management process on other processes of the banking service supply chain was also confirmed by [56][57][58][59][60].…”

Section: Discussionsupporting

confidence: 72%

Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain

et al. 2021

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Improving the service processes of banks requires updating and optimizing banking supply chain processes as well as understanding the interaction between the constituent elements of each process. This paper applies agent-based modeling to configure selected processes of Tejarat Bank’s service supply chain, a large bank in Iran. Tejarat’s banking process system is presented and the most effective processes of the banking supply chain are identified. The interactions between the processes are examined and the research model is presented. We execute the agent-based modeling in a simulated environment. The simulation results are analyzed using Taguchi’s experimental method. Selected combinations of the elements of the integrated marketing communications program are presented to reduce the liquidity risk of Tejarat Bank.

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Section: Discussionsupporting

confidence: 72%

Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain

et al. 2021

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“…The retail banking industry has undergone major changes in the past years, leading to mergers and the entry of new online financial operators that clearly differ from traditional banking businesses (Csik osová et al, 2016). These changes have led to growing concerns about profitability and productivity in banks, which have introduced marketing strategies designed to attract and retain customers (Gensler et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

Increasing customer loyalty through customer engagement in the retail banking industry

Monferrer

Tena

Estrada

2019

SJME

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Purpose This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between customer engagement and customer loyalty in the retail-banking context. Design/methodology/approach A theoretical model of effects is tested using dyadic methodology, based on 225 dyads (bank branch manager–average of five branch customers). The authors use structural equation modelling (EQS 6.1) to test the relationships. Findings The results reveal a strong relationship between customer engagement and customer loyalty. Satisfaction is the main antecedent of customer engagement. Self-brand connection and emotions during the service also have a significant influence. Finally, branch market orientation has a positive influence on satisfaction and emotions. Research limitations/implications The first concerns the transversal data used. Geographical context is the second limitation. Third, the study sample only included customers with experience of the financial services of a specific bank (online customers are not included). Finally, the dyads are based on the opinion of the branch manager, on one hand, and an average of five customers per branch, on the other. Practical implications The combination of the branding strategy at the corporate level and the relationship marketing strategy at branch office level creates a situation in which customer engagement and customer loyalty can thrive. The communication campaigns designed to promote the brand image and associate brand values with the personality of the banks’ current and potential customers help to create an emotional bond that represents a switching cost for the customer. The moments of truth in branch offices are crucial aspects in the retail bank strategy. Originality/value First, from the conceptual perspective, it establishes a direct relationship between customer engagement and customer loyalty. Second, it empirically tested Pansari and Kumar’s (2017) customer engagement framework, which establishes customer satisfaction and customer emotions as the antecedents of customer engagement. Third, the study took an innovative step in establishing two levels of customer emotions in the retail bank context: emotions generated by corporate branding and emotions that arise during the experience of purchase and consuming. Fourth, the study shows that the market orientation adopted not at the macro corporate level but at the individual branch level is crucial to the generation of positive relational outcomes in the service the customer receives. The fifth contribution is related to the fact that the research streams associated with market orientation and relationship quality have traditionally been studied in isolation.

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“…In brief, information can be disseminated across varied communicational channels (Kotler et al, 2015;Mulhern, 2009), and the information that customers receive will greatly affect customer purchase decisions (Agnihotri et al, 2016;Fang et al, 2016). Due to the significance of communication, banks and financial institutions immerse themselves in pervasive marketing communication activities to form, shift, maintain and improve brand equity, including strategic relationships with current and potential customers (Howcroft et al, 2002, Waite and Harrison, 2002, Csik osová et al, 2016. Furthermore, in making financial decisions, customers need a wide range of information related to the type of products or services available in the market.…”

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confidence: 99%

Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products

Hoque

Hashim

Azmi

2018

JIMA

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Purpose The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial consideration on the relationship between customer attitude and purchase intention of Islamic banking products and services. Design/methodology/approach This conceptual paper is structured based on the extant literature; it provides a review of theoretical perspectives, highlights the gap and illustrates the significance for developing a framework. Findings The authors identify notable patterns and limitations in previous empirical studies. Specifically, despite increasing interest in Islamic banking customer behavior, prior research has not given much attention to explore moderating effects on the customer attitude–intention link. This has left researchers and bank managers with very limited information to explain the conditions that enhance customers’ attitude and intentions toward Islamic banking products. Based on this backdrop, the paper displays a viable research model with propositions that assess potential moderating effects on the domain relationship. Research limitations/implications This paper contributes to Islamic banking and management literature because prior research has predominantly focused on variables that directly influence customers’ behavior. This novel conceptual framework enables managers to better understand their customers and has implications for emerging themes, such as formulating strategies for specific customer groups and internationalization process. In addition, this paper provides a starting point to empirically examine whether and how the proposed moderators affect the link between customer attitude and behavioral intentions to purchase Islamic banking products. Originality/value To the best of knowledge, this is the first attempt to introduce relevant moderating variables for investigating the attitude and intention nexus in an Islamic banking context. Furthermore, the authors propose a new measure, namely, profit-loss sharing proportions which could enhance customers’ intention to purchase Islamic banking products.

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Evaluation of quantitative indicators of marketing activities in the banking sector

Cited by 21 publications

References 19 publications

Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain

Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain

Increasing customer loyalty through customer engagement in the retail banking industry

Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products

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