Measuring Customer Relationship Marketing Outcomes in the Greek Banking Sector

Abstract

Abstract. Banks were among the pioneers in developing and implementing relationship marketing strategies, since they were between the first recipients of the radical changes that took place in global economy in recent years. This study is part of an ongoing research project, which among others, aims to develop an instrument to measure the outcome of the implementation of relationship marketing strategies. Field research was conducted among customers of Greek banks. Principal component analysis was then performed in order to identify latent factors among the questionnaire items. The results obtained were satisfactory, since 7 factors were extracted, which were labeled as relationship value, crisis management, personalized sales, customer focus, flexibility, communication quality and reliability. Moreover, regression analysis verified the significant explanatory power of the factors emerged over customer loyalty.

Social Network Sites’ usage among Greek students in Western Macedonia

“…As Social media and SNSs keep affecting every aspect of our everyday life, new opportunities are created for marketers, especially during periods of crisis, where marketing budgets will be lower, and higher levels of ROI will be required, like the ones achieved by social media marketing programs will be required [39] [40] [41]. The findings of this paper build on and expand previous work on segmentation of SNSs usage in Greece [24] [42] contributing in the understanding of the usage of SNSs by Greek college students, by providing evidence for the behavior of young consumers in an environment of extreme financial and economic crisis, extending the relevant literature, by testing an already proven and examined typology in a different social and cultural environment.…”