Dissertations / Theses: 'Bank marketing'

1

Voborská, Hana. "Příležitosti marketingové komunikace banky Waldviertler Sparkasse Bank AG." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264359.

Full text

Abstract:

Diploma thesis focus on topic about marketing communication chosen bank. Aim of this thesis is analyze current marketing communication of Waldviertler Sparkasse Bank AG and propose recommendation. Structure of this thesis is three parts, theoretical, practical and final recommendations. First part is focused on marketing theory and communication mix of services. First chapter of practical part contained presentation of chosen bank and analyses current marketing activities. Bank was compared with other competing bank subjects with positioning map, semantic differential and my own observation. For purpose of thesis were used two survey, first survey compared chosen bank institutions and second was about bank marketing. At the end was evaluated current communication of Waldviertler Sparkasse Bank AG and recommendation how improve communication for more effectiveness.

APA, Harvard, Vancouver, ISO, and other styles

2

Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.

Full text

Abstract:

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.
By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood that individual human identities can collectively influence the formulation of an institution’s brand identity, among other factors. Therefore, a question arises whether academic brand identity theory and practice are congruent in service sectors, particularly the South African banking sector. Dominated by few major banks, the South African banking sector is characterised by an oligopolistic market structure, where services provided are seen to be generic. Hence, the current inquiry on the practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes. In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand identity was investigated.

APA, Harvard, Vancouver, ISO, and other styles

3

Chiu, Mun-chi Ruby, and 趙敏芝. "Improving marketing performance through customer satisfaction: Hongkong Bank." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268705.

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

Al-Shudukhi, Hind Nassir. "Marketing of bank services to the Saudi consumer." Thesis, University of Stirling, 1989. http://hdl.handle.net/1893/2185.

Full text

Abstract:

Services marketing is a relatively new concept for the banking industry. Intense competition has forced banks to take greater interest in consumer banking. The focus of consumer banking is the provision of retail bank services which meet individual customers needs. Therefore, bankers need better ways to explore and understand the consumers market and needs. Banks need to understand the attitudes which affect consumers evaluation of bank services. This thesis is concerned with assessing the attitudes and marketing practices of Saudi banks and the consumers attitude towards these banks. A conflict exists between the two parties. Interest is prohibited by Islamic law, however, commercial banks operate on the basis of interest. The views of the bankers and consumers were analysed through questionnaires administered in Jeddah in the summer of 1988. Issues raised include attitude, concept, and marketing approach, usage of and satisfaction with bank services, attitude towards banks and bank interest as well as views on Islamic banking. While it is shown bankers grasp the concept and practise of marketing, consumers show reluctance and strong negative attitudes to dealing with banks due to the religious factor. It seems Islamic banking is an attractive alternative banking system for Saudi Arabia.

APA, Harvard, Vancouver, ISO, and other styles

5

Chiu, Mun-chi Ruby. "Improving marketing performance through customer satisfaction : Hongkong Bank /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19876518.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Mak, Suk-fong Julia, and 麥淑芳. "A study of banking needs and bank selection criteria among local corporations and recommendation for bank marketing strategy." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1985. http://hub.hku.hk/bib/B3126332X.

Full text

APA, Harvard, Vancouver, ISO, and other styles

7

Vachowiak, Connie L. "Cost/ benefit analysis of marketing efforts in a bank." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006vachowiakc.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

8

Žarnaiová, Martina. "Marketing finančných služieb." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85373.

Full text

Abstract:

The objective of this master thesis is to analyze the contemporary situation on the Czech banking market in terms of investments into marketing communications. The efficiency of investments into marketing communications is analyzed in terms of awareness of banks surveyed, namely recognition, recall and Top Of Mind. This master thesis consists of three parts. The first part provides theoretical background and the base of the analysis. This part includes the objectives of communication on the banking market and the ways how to measure these objectives. The second part, the analytical part, is focused on the main objective and particular banks which are subjects of the analysis. In this part, hypotheses are defined. I will try to prove these hypotheses afterwards. In case of opposite results I will try to find out why my hypotheses were incorrect. The third part is focused on the conclusions of the analysis and to provide information for investment decisions in following periods.

APA, Harvard, Vancouver, ISO, and other styles

9

LIMA, MAXIMILIANO MORENO. "FUZZY MODELS IN SEGMENTATION AND ANALYSIS OF BANK MARKETING." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=12290@1.

Full text

Abstract:

COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
Este trabalho tem como principal objetivo propor e desenvolver uma metodologia baseada em modelos fuzzy para a segmentação e caracterização dos segmentos que compõem o mercado bancário, permitindo um amplo conhecimento dos perfis de clientes, melhor adaptação das ofertas ao mercado e, conseqüentemente, melhores retornos financeiros. A metodologia proposta nesta dissertação pode ser dividida em três módulos principais: coleta e tratamento dos dados; definição dos segmentos; e caracterização e classificação dos segmentos. O primeiro módulo, denominado coleta e tratamento dos dados, abrange as pesquisas de marketing utilizadas na coleta dos dados e a aplicação de técnicas de pré-processamento de dados, para a limpeza (remoção de outliers e missing values) e normalização dos dados. O módulo de definição dos segmentos emprega o modelo fuzzy de agrupamento Fuzzy C-Means (FCM) na descoberta de grupos de clientes que apresentem características semelhantes. A escolha deste modelo de agrupamento deve-se à possibilidade de análise dos graus de pertinência de cada cliente em relação aos diferentes grupos, identificando os clientes entre segmentos e, conseqüentemente, elaborando ações efetivas para a sua transição ou manutenção nos segmentos de interesse. O módulo de caracterização e classificação dos segmentos é baseado em um Sistema de Inferência Fuzzy. Na primeira etapa deste módulo são selecionadas as variáveis mais relevantes, do ponto de vista da informação, para sua aplicação no processo de extração de regras. As regras extraídas para a caracterização dos segmentos são posteriormente utilizadas na construção de um sistema de inferência fuzzy dedicado à classificação de novos clientes. Este sistema permite que os analistas de marketing contribuam com novas regras ou modifiquem as já extraídas, tornando o modelo mais robusto e a segmentação de mercado uma ferramenta acessível a todos que dela se servem. A metodologia foi aplicada na segmentação de mercado do Banco da Amazônia, um banco estatal que atua na Amazônia Legal, cujo foco prioritário constitui o fomento da região. Avaliando a aplicação dos modelos fuzzy no estudo de caso, observam-se bons resultados na definição dos segmentos, com médias de valor de silhueta de 0,7, e na classificação da base de clientes, com acurácia de 100%. Adicionalmente, o uso destes modelos na segmentação de mercado possibilitou a análise dos clientes que estão entre segmentos e a caracterização desses segmentos por meio de uma base de regras, ampliando as análises dos analistas de marketing.
The main aim of this work is to propose and develop a methodology base don fuzzy models for segmentation and characterization of segments comprising the bank segment, allowing broad knowledge of client profiles, better suiting market needs, hence offering better financial results. The methodology proposed in this work may be divided into three main modules: data collection and treatment; definition of segments; and characterization and classification of segments. The first module, denominated data collection and treatment, encompasses marketing research used in data collection and application of techniques for pre-processing of data, for data trimming (removal of outliers and missing values) and normalization. The definition of segments adopts the Fuzzy C-Means (FCM) grouping model in identifying groups of clients with similar characteristics. The choice for this grouping model is due to the possibility of analyzing the membership coefficient of each client in connection with the different groups, thus identifying clients among segments and consequently elaborating effective actions for their transition to or maintenance in the segments of interest. The module of characterization and classification of segments is based on a Fuzzy Inference System. In the first stage, the most relevant variables from the information standpoint are selected, for application in the process of rule extraction. The rules extracted are then used in the construction of a fuzzy inference system dedicated to classifying new clients. This system allows marketing analysts to contribute with new rules or modify those already extracted, making the model more robust and the turning market segmentation into a tool accessible to all using it. This methodology was applied in the market segmentation of Banco da Amazônia, stte- contrlled bank acting in the Amazon region, with main focus of which is fostering the region´s development. The application of fuzzy models in the case study generated good results in the definition of segments, with average silhouette value of 0.7, and accuracy of 100% for client base classification. Furthermore, the use of these models in market segmentation allowed the analysis of clients classified between segments and the characterization of those segments by means of a set of rules, improving the analyses made by marketing analysts.

APA, Harvard, Vancouver, ISO, and other styles

10

Klaus, Alexander, and Ségolène Marie. "What a Difference a Bank Makes." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-478.

Full text

Abstract:

Nowadays, the service industry, especially banks, faces increasing competition. In such environment, differentiation is necessary. The general purpose of this thesis is to understand how a bank can achieve differentiation based on a marketing approach. Two research questions will respectively examine the three additional P’s of the marketing mix (People, Presentation or Physical Evidence and Process) and the Customer Relationship Management as possible differentiators. To fulfill the purpose, the authors of the thesis introduce an extended model of the CRM concept, including the three additional P’s. Further, the researchers of the thesis interview the four major banks in Sweden SEB, Svenska Handelsbanken, FöreningsSparbanken and Nordea, to test their model. After an analysis of the interviews, the authors come to the conclusion that the extended model of the CRM concept is actually used as a differentiator. However, as the four major Swedish banks have a similar strategy; it then appears really difficult to differentiate to a large extent.

APA, Harvard, Vancouver, ISO, and other styles

11

Matějka, Václav. "Porovnání marketingových komunikací Air Bank a ČSOB." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206962.

Full text

Abstract:

After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.

APA, Harvard, Vancouver, ISO, and other styles

12

Schuler, Katrin. "Guerilla Marketing Ein Überblick über den aktuellen Stand von Guerilla Marketing und die Erwägung der Möglichkeiten und Grenzen einer Anwendung im Schweizer Bankensektor /." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/04605341001/$FILE/04605341001.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

13

Říhová, Martina. "Komunikace bank s veřejností." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-12351.

Full text

APA, Harvard, Vancouver, ISO, and other styles

14

Puelma, Rodrigo, and Annika Persson. "Competitor's marketing : How banks acquire and react to knowledge about their competitor's marketing." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-6562.

Full text

Abstract:

Abstract

Introduction

The way banks compete has changed dramatically during recent years, mostly because of international trends such as advances in information technology, globalisation and deregulations. This has made competition harsher meaning that survival and success requires knowledge about the competitors and understanding about the way they act and react. Within marketing there is a need to identify suitable strategies to acquire knowledge about competitor’s marketing and methods to how to react to it.

Purpose

The purpose of our research study is to analyse how companies in the bank industry are aware and react to their competitor’s marketing activities.

Method

We have conducted a qualitative study and used a mix of the inductive and deductive research approaches. We chose to do semi-structured case studies, gathering descriptive data from large Swedish banks with offices located in Jönköping. The banks that were included were Handelsbanken, Nordea, SEB, and Swedbank.

Conclusions

Our analysis concludes that staying aware of competitors marketing is important for companies to be able to react and counter on a promotion attack. We found that there are certain methods that can be used to stay alert: competitor marketing analysis, customer focus and probing. We also concluded that standardisation, differentiation and presence are required to react to competitors marketing.

APA, Harvard, Vancouver, ISO, and other styles

15

Федірко, В. В., Тетяна Анатоліївна Васильєва, Татьяна Анатольевна Васильева, and Tetiana Anatoliivna Vasylieva. "Проблеми впровадження клієнтоорієнтованої стратегії як елементу комплексу маркетингу в банках." Thesis, Вид-во СевНТУ, 2007. http://essuir.sumdu.edu.ua/handle/123456789/59687.

Full text

Abstract:

Досліджено успіхи банків України у впровадженні інструментів банківського маркетингу та визначено проблеми, пов’язані з впровадженням клієнтоорієнтованої стратегії в вітчизняних банках
The author investigates progress in the implementation of bank marketing and relationship marketing in Ukrainian banks

APA, Harvard, Vancouver, ISO, and other styles

16

Зубчевський, Р. В. "Маркетинг в банківській сфері (на прикладі АТ КБ «ПриватБанк»)." Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Zubchevsky.pdf.

Full text

Abstract:

Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче
У роботі розглядаються теоретичні основи банківського маркетингу, розглянуто сутність, принципи та інструменти маркетингової діяльності банку, надана характеристика конкурентоспроможності банку та визначено значення маркетингу для підприємства в ринкових умовах. Проаналізовано маркетингову діяльність підприємства АТ КБ «ПриватБанк»: надано техніко-економічну характеристику діяльності підприємства, досліджено маркетингове середовище компанії, проаналізовані основні складові комплексу маркетингу на підприємстві АТ КБ «ПриватБанк». Запропоновано шляхи удосконалення маркетингової діяльності АТ КБ «ПриватБанк»: розроблено заходи з удосконалення іміджу банку шляхом становлення більш лояльної комісійної політики та поліпшення роботи відділу маркетингу.
The work deals with the theoretical aspects of bank marketing, considers the essence, principles and tools of marketing activities of the bank, provides a description of the bank's competitiveness and determines the importance of marketing for the company in market conditions. The marketing activity of the enterprise Public joint-stock company "PrivatBank" is analyzed: the technical and economic characteristic of the activity of the enterprise is given, the marketing environment of the company is investigated, the main components of the marketing complex at the enterprise Public joint-stock company "PrivatBank" are analyzed. Ways to improve the marketing activities of Public joint-stock company "PrivatBank" are proposed: measures are developed to improve the image of the bank by establishing a more loyal commission policy and improving the work of the marketing department.

APA, Harvard, Vancouver, ISO, and other styles

17

Shumba, Richard Christopher. "The effectiveness of social media in the marketing of a selected commercial bank in the Western Cape, South Africa." Thesis, Cape Peninsula University of Technology, 2018. http://hdl.handle.net/20.500.11838/2803.

Full text

Abstract:

Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2018.
The key objective of this study is to determine the effectiveness of social media as a banking communication tool for a selected commercial bank in the Western Cape, South Africa. A secondary objective is to measure bank users’ perceptions regarding the use of social media to market various banking products and portfolios. The study employs a confusion matrix design to collect and analyse data, combining quantitative and qualitative research methods to understand and address the research problem. An emerging understanding of integrated banking communication is the foundation on which this research is built. It provides a context for the study, and highlights the effectiveness and limitations of social media in banking. A review of the relevant SMBA affirmed the importance of the social media in banking, and provided the basis for a framework and approach to interactive banking. A comprehensive social media banking application (SMBa) could be designed in line with banking practices to create an enabling business environment. This could reinforce banking communication for South African banks and enable a tailor-made banking communication model aligned to social media, in order to develop a sharing-culture.

APA, Harvard, Vancouver, ISO, and other styles

18

Owusu-Frimpong, Nana. "The adoption of the marketing concept by the United Kingdom and Ghanaian banks." Thesis, Durham University, 1993. http://etheses.dur.ac.uk/1043/.

Full text

APA, Harvard, Vancouver, ISO, and other styles

19

Радченко, О. В. "Банківський маркетинг як сучасна концепція." Thesis, Українська академія банківської справи Національного банку України, 2011. http://essuir.sumdu.edu.ua/handle/123456789/62944.

Full text

Abstract:

У сучасних умовах розвитку та стану вітчизняного фінансового ринку значну ефективність має маркетинг як спосіб управління діяльністю банків. Основоположним принципом маркетингу є спрямованість максимально задовольнити потреби клієнтів, внаслідок чого прибутковість банківського бізнесу збільшується, ефективність банківської діяльності зростає.

APA, Harvard, Vancouver, ISO, and other styles

20

Wong, Tze-kin Andy. "Design and marketing of over-the-counter option-linked deposit for retail banking market /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19872094.

Full text

APA, Harvard, Vancouver, ISO, and other styles

21

Endtová, Simona. "Využítí Internetu v marketingové strategii HVB Bank Czech Republic a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3274.

Full text

Abstract:

Cílem této práce je zhodnotit dosavadní strategii HVB Bank v internetovém marketingu, navrhnout začlenění internetu jako média do marketingového mixu firmy a nastínit možná zlepšení v této oblasti pro HVB Bank. V první části položím teoretický základ obsahu své práce, a proto představím sít Internet jako nástroj marketingové strategie. Významná část práce bude věnována marketingovému mixu se specifickým zaměřením na internet. V druhé části své práce se již budu věnovat konkrétní aplikaci nástrojů internetového marketingu v HVB Bank.

APA, Harvard, Vancouver, ISO, and other styles

22

Нейман, Ю. О. "Організація служби маркетингу банківських установ." Thesis, Українська академія банківської справи Національного банку України, 2010. http://essuir.sumdu.edu.ua/handle/123456789/62159.

Full text

Abstract:

Одним із визначальних чинників активізації інвестиційних процесів в Україні є розвиток банківського сектора, тому необхідно зробити його адекватним сучасним вимогам і критеріям конкурентоспроможності глобального інвестиційного середовища.

APA, Harvard, Vancouver, ISO, and other styles

23

Петрак, Л. О. "Здійснення маркетингової діяльності у банках України." Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37478.

Full text

Abstract:

Сучасний стан банківської системи України та прогнози на найближче майбутнє змушують вітчизняні банки вступили в активну боротьбу за ліквідність, за збереження кожного цінного клієнта. З метою формування конкурентних переваг великі банки почали процес оптимізації та зміни в структурі маркетингових інвестицій. Банки середнього ешелону, нажаль, переважно йдуть шляхом скорочення витрат на маркетингову діяльність. Але, недооцінюючи роль маркетингу, банки тим самим приречуть себе на марне витрачання ресурсів та впровадження заздалегідь неефективних проектів.

APA, Harvard, Vancouver, ISO, and other styles

24

Salmeron, Perez Irving Ivan. "Evaluating feature selection in a marketing classification problem." Thesis, Linnéuniversitetet, Institutionen för datavetenskap (DV), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-47329.

Full text

Abstract:

Nowadays machine learning is becoming more popular in prediction andclassification tasks for many fields. In banks, telemarketing area is usingthis approach by gathering information from phone calls made to clientsover the past campaigns. The true fact is that sometimes phone calls areannoying and time consuming for both parts, the marketing department andthe client. This is why this project is intended to prove that feature selectioncould improve machine learning models. A Portuguese bank gathered data regarding phone calls and clientsstatistics information like their actual jobs, salaries and employment statusto determine the probabilities if a person would buy the offered productand/or service. C4.5 decision tree (J48) and multilayer perceptron (MLP)are the machine learning models to be used for the experiments. For featureselection correlation-based feature selection (Cfs), Chi-squared attributeselection and RELIEF attribute selection algorithms will be used. WEKAframework will provide the tools to test and implement the experimentscarried out in this research. The results were very close over the two data mining models with aslight improvement by C4.5 over the correct classifications and MLP onROC curve rate. With these results it was confirmed that feature selectionimproves classification and/or prediction results.

APA, Harvard, Vancouver, ISO, and other styles

25

Švástová, Magda. "Analýza marketingová strategie GE Money Bank na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136326.

Full text

Abstract:

The objective of my thesis is the analysis of GE Money Bank's marketing strategy in the Czech market and proposal of measures to reduce its weaknesses. Theoretic part of the thesis describes concept of strategic management and particular parts of marketing strategy. Analytic part evaluates external environment in which GE Money Bank operates and subsequently describes marketing strategy of GE Money Bank -- goals of the company, segmentation and targeting, marketing objectives, corporate identity and so on. In the final part of the thesis, there is an SWOT analysis of the marketing strategy and proposed measures to reduce weaknesses of the marketing strategy.

APA, Harvard, Vancouver, ISO, and other styles

26

Parker, Lukas Jay, and lukasparker@gmail com. "Trust and the Australian retail banking industry : the impact of deinstitutionalisation of Australian retail banking services on consumer trust." Swinburne University of Technology, 2005. http://adt.lib.swin.edu.au./public/adt-VSWT20051117.105403.

Full text

Abstract:

Consumer trust research has principally developed from established psychological-based research. This conception of consumer trust largely draws from research pertaining to interpersonal trust. This study combined existing theories from both sociological and psychological research in developing a consumer trust model specifically for banks. Partly because of their historical position in society and also because of their government-protected position, banks, bank branches and bank managers have traditionally held a respected, and trusted position in Australian communities. Because of this reputation and position in communities, banks were seen to display institutional attributes. These attributes were defined in this study as local community focus, local availability and visibility, relationship power symmetry and social obligation fulfilment. This study explored the notion of institution-based trust in an Australian retail banking context. Institution-based trust was a measure of the levels of consumer trust in various defined institutional attributes. It was contended that through the diminishment and divestment of its institutional attributes banks were impairing their institutional cachet. The process was termed 'deinstitutionalisation' and was postulated to have a negative impact on consumer trust. The hypothetico-deductive methodological framework was employed throughout the study, with a mail-based consumer survey used as the main means of primary data collection. 468 useable questionnaires from adult bank customers were yielded and the data analysed. These data were analysed and used to test twenty-three research hypotheses of which nineteen were supported. From the results, it was concluded that perceived local community focus, perceived social obligation fulfilment and perceived relationship power symmetry were antecedents to consumer trust in banks. Also, reasonable availability of conventional bank branch services was found to be an important component of perceived community focus of their banks, thus having an indirect relationship to institution-based consumer trust in banks. Community Banks were found to be exhibiting and promoting many of these institutional attributes. Consumers were found to be less likely to need bank branches for transactional or functional purposes, but branches were seen to be symbolically important. Also, consumers were found to be more likely to identify with intangible elements of their bank, principally bank brand, than with tangible attributes such as the bank branch. Importantly, consumers were found to be trusting of their banks, however they were more likely to believe that banks were less trustworthy now than they were in the past.

APA, Harvard, Vancouver, ISO, and other styles

27

Walsh, Susan. "The adoption and integration of transaction and relationship marketing activity, marketing management decision making/implementation and marketing management competencies, in the retail bank circumstance." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.342531.

Full text

APA, Harvard, Vancouver, ISO, and other styles

28

Carey, Thomas P. A. "Bank-customer relationships : a research study based on the application of transaction cost theory." Thesis, Henley Business School, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.363542.

Full text

APA, Harvard, Vancouver, ISO, and other styles

29

Strnad, Lukáš. "Analýza marketingového mixu České spořitelny, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75400.

Full text

Abstract:

This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.

APA, Harvard, Vancouver, ISO, and other styles

30

Sugiyama, Takuya. "Behavioral investigation of trust building in online banking : new marketing methodology for Suruga Bank." Thesis, Massachusetts Institute of Technology, 2011. http://hdl.handle.net/1721.1/65790.

Full text

Abstract:

Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 75-76).
The recent financial crisis has brought a huge loss of faith in economic rationality and the economic discipline. For the current financial industry, how to re-build "Trust" with customers is the one of biggest issues. Although we know that the strong relationship between the deep level of trust and the banking business has high potential, it has not yet been optimized, especially in online transaction banking. This is in part due to customers' perception of higher risk in the absence of traditional face to face interaction. Recent findings have shown that facial cues can have a powerful impact on trust building. However, there is also evidence that images of faces in some cases can decrease online interactions. Thus, the goal of this thesis is to investigate the impact of different types of facial attributes and which customer profiles will most benefit from such facial images in online banking. In an experimental setting, this research created a personalized web site which features the banker's representative, and conducted an investment game in order to correlate them with investment performance. This research also included rating trustworthiness on a banking advisor's photo and a demographic questionnaire for statistic trust profiling. Understanding a subject's decision making mechanism by giving them advisor's facial stimuli in a naturalistic online context, with integrating communication will provide an important potential for building and promoting trust, which further suggest Suruga Bank will be in an unique position by capitalizing on the new marketing methodology.
by Takuya Sugiyama.
M.B.A.

APA, Harvard, Vancouver, ISO, and other styles

31

Malmberg, David, Kenan Bouzo, and Mohammed Al-aqel. "Achieving front-line employee’s satisfaction through Internal marketing in service organizations; A case of SEB bank." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25338.

Full text

Abstract:

Problem definition: In service organizations, front-line employees are considered to be the primary element when providing the organization’s services as they interact directly with customers and influence their perception of service quality. In other words, if the front-line employees are satisfied they will deliver the organization’s services in the best way which will directly lead to customer satisfaction. So it is worth studying how the service organizations use internal marketing tools towards their front-line employees in order to achieve their satisfaction. Purpose of the Research: The purpose of this thesis is to describe and analyze the human resources practices aimed at front-line employee’s satisfaction that is related to internal marketing at SEB and to show how using the various methods implemented by SEB has took the organization to the position as of now. Research Questions: How the Internal marketing elements are practiced by human resources at SEB bank in order to achieve front-line employee´s satisfaction? Methods: In order to fulfil the purpose of dissertation the primary and secondary data has been analyzed based on the theoretical concepts. The theoretical concepts are based on academic data from books and scientific articles. The empirical data consists of both primary and secondary data. The primary data has been collected by conducting two interviews, one with the manager from human resource department at SEB and another with a front-line employee. The secondary data were collected from SEB’s webpage. Conclusion: This study explores the potential effect the organization can have on the services due to the workings of the front-line employees. It can be concluded from the theoretical and empirical analysis that SEB’s management sees internal marketing practices (such as empowering, motivations and rewarding, job security and training) as a fundamental approaches to achieve their front-line employee’s satisfaction. SEB considers its employees as the most vital asset that can create and achieve its customer’s satisfaction, which has led to its immense growth.

APA, Harvard, Vancouver, ISO, and other styles

32

Wong, Tze-kin Andy, and 黃子健. "Design and marketing of over-the-counter option-linked deposit for retail banking market." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31269436.

Full text

APA, Harvard, Vancouver, ISO, and other styles

33

Šliautarienė, Jurgita. "AB DnB Nord banko teikiamų paslaugų analizė ir plėtros galimybės." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20080926_175206-45509.

Full text

Abstract:

Magistro darbe nagrinėjamos AB DnB Nord banko teikiamos paslaugos, nustatomos banko plėtros galimybės. Remiantis Lietuvos ir užsienio autorių moksline literatūra, apžvelgiama bankininkystės raida, apibendrinama bankų veikla, išanalizuojamas pagrindinių bankų paslaugų organizavimas. Atliktas banko teikiamų paslaugų paklausos bei kokybės tyrimas, pasinaudojus anketine apklausa. Remiantis tyrimu, įvertinta AB DnB Nord banko teikiamų paslaugų kokybė, numatytos banko plėtros galimybės. Pasitvirtino autorės suformuluota mokslinio tyrimo hipotezė, kad naujų paslaugų pasiūlymas gali paskatinti vartotojus aktyviau naudotis AB DnB Nord banko teikiamomis paslaugomis.
Services offered by the AB DnB Nord bank are analysed and its potentiality of the expansion is determined in the master‘s work. Referring to the scientific litarature of Lithuanian and foreign authors, the development of banking and its activity is generalised and organisation of the principal services is analysed. The research of the demand and quality of the services is done using an inquiry form. According to the survey, the quality of the services offered by the AB DnB Nord bank is evaluated and the potentiality of the expansion is planned. The author‘s hypothesis of the scientific research that the offer o new services can motivate the consumers to use the services of the AB DnB Nord bank more active, has proved out.

APA, Harvard, Vancouver, ISO, and other styles

34

Andžič, Srdjan. "Marketingový plán Nova Banka a.d. Banja Luka." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85340.

Full text

Abstract:

The aim of this Master's thesis is to analyze marketing plan of Nova Bank A.D.Banja Luka from the year 2010. The theoretical part of the thesis describes the main parts of any marketing plan and creates the base for practical part of this thesis. Practical part starts with description od Nova Bank A.D. Banja Luka, it takes us deeper into issues. In the next step I'm creating the situation analysis of the bank, which helps me with analysing bank's marketing objectives and strategies. After that I'm evaluating fulfillment of those marketing objectives. In the end I'm trying to think of some new ideas and to suggest possible steps, that could lead to improvement in functioning of the Nova Bank A.D.Banja Luka

APA, Harvard, Vancouver, ISO, and other styles

35

Schmeichel, Christian. "Personalmanagement als Instrument zur Markenbildung im Privatkundengeschäft von Kreditinstituten : eine kausalanalytische Betrachtung." München ; Mering Hampp, 2005. http://deposit.ddb.de/cgi-bin/dokserv?id=2688385&prov=M&dokv̲ar=1&doke̲xt=htm.

Full text

APA, Harvard, Vancouver, ISO, and other styles

36

Ťopková, Alena. "Komparace služeb bankovních institucí v ČR a v USA." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-7590.

Full text

Abstract:

The Diploma thesis deals with two different banking systems. The first and second chapter have theoretical character and talk about marketing in services and changes in today's global banking world.The third chapter gains both from theoretical and practical knowledge and describes banking system in Czech republic and USA. The most important chapters are the 4th, 5th and 6th. They include bank services analyse, fee politics, type of distribution, and communication with clients. The result is mostly in comparison of the value and convenience for the client.

APA, Harvard, Vancouver, ISO, and other styles

37

Škola, Petr. "Hodnocení e-Word Of Mouth českých bank na Facebooku a webových komentářích." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193866.

Full text

Abstract:

The diploma thesis analyzes internet discussions and Facebook sites that relate to banks and banking products. This analysis has been prepared for the potential value for marketing purposes, but also for other users outside the field of marketing. The main objective is to propose a regularly administered overview containing metrics and characteristics, which would provide information about the current status of the topics that were discussed at the monitored data sources. At first are described the methods of marketing research regarding to the possibility of obtaining data based from Internet discussions. Next are described the intermediate objectives. The base is description of downloading data from the mentioned sources. There have been identified two web pages and Facebook profiles of five banks, which are the data sources. Another objective is to create Java programs for downloading data and storing them in Elasticsearch. This data is enriched by sentiment analysis of users' comments. The main objective is based on defined metrics and characteristics that will be displayed. Subsequently, the data are analyzed using the proposed visualization in the application Kibana. The resulting data are interpreted, and there is designed a form of their distribution, which is the main objective of this work. The contribution of this work is the description of the processing of data that can be obtained from the website and public Facebook profiles with emphasis on their content, and their further enrichment and finally data visualization designed for wide range of audience.

APA, Harvard, Vancouver, ISO, and other styles

38

Башук, Тетяна Олександрівна, Татьяна Александровна Башук, Tetiana Oleksandrivna Bashuk, and І. О. Рудецька. "Особливості банківського маркетингу." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14798.

Full text

APA, Harvard, Vancouver, ISO, and other styles

39

Coussia, Venetia. "Aspects of marketing banking services in Greece : the case of the agricultural bank of Greece." Thesis, University of Newcastle Upon Tyne, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.239837.

Full text

APA, Harvard, Vancouver, ISO, and other styles

40

Yeh-Chin, Huang, and 黃也津. "The Marketing Strategy of the Art Bank." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11475948617773545321.

Full text

Abstract:

碩士
國立臺北大學
企業管理學系
102
The art bank is the artwork loan institute which is based on the cultural policies of the nation. By purchasing, loaning, and exhibiting the works of the domestic artists, it not only encourages the art creation but also provides a channel at the reasonable price to appreciate art. In this way, it enhances the cultural atmosphere of the nation, completes the development of art industry, and further promotes the local art to the international art market. In 2012, Taiwan also followed the global trend by establishing the 5th state-owned art bank in the world. In my study, I conduct the case studies based on the marketing theories and the art loan system. I choose Canada Council Art Bank and ArtBank of Australia as the objective. By collecting documents, analyzing, discussing the history of marketing experiences including its background, operation mode, and management and by integrating and summing up the similarities and differences of its marketing theory of 4Ps and the key factors of success, I’ve found that the successful marketing strategies of the art bank are as follows: (1)diversity in art selection strategy, attainment of customers’ satisfaction by core values, (2)manipulation of low-cost leasing strategy, development of aesthetic economy in the people, (3)well-use of virtual paths in digital collection informational system, implementation of customer management and long-distance marketing, and (4)establishment of brand images through governmental publicity and renowned enterprises’ marketing schemes. This study discusses the successful experiences of the foreign art banks and hopes to benefit the art market and marketing in Taiwan. Finally, I’d like to make some suggestions for future marketing strategies based on the status quo of the art bank in Taiwan.

APA, Harvard, Vancouver, ISO, and other styles

41

Zhou, Yong-Hui, and 周永輝. "Study on Marketing Strategy of Bank of Shanghai." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/64678876288746503657.

Full text

Abstract:

碩士
國立臺灣大學
臺大-復旦EMBA境外專班
102
Recent years have witnessed great changes in the business environment of commercial banks. Economic restructuring, interest rate marketization, financial disintermediation have brought huge challenges to the traditional business mode, while stable economic growth, RMB internationalization, continuous progress in bank information construction indicate rich and bountiful opportunities. Against such background, it is urgent for commercial banks to take great advantage of their own strengths and grasp development opportunities to create value, while make up their weaknesses and avert threats, so as to succeed in the increasingly competitive environment. This paper applies theory and methodologies in the field of commercial bank marketing to study the marketing strategy of Bank of Shanghai. Through detailed investigation of the marketing environment confronted by Bank of Shanghai, this paper figures out its target market position based on which the marketing strategy featured by product, price, place, promotion, people and process is formulated. Finally, this paper explores risk control as a guarantee of the marketing strategy. On the one hand, this paper will provide beneficial reference for Bank of Shanghai in its future development, and on the other hand, it will also act as guidance for other similar commercial banks engage in formulating marketing strategy.

APA, Harvard, Vancouver, ISO, and other styles

42

SHIUNG, CHEN JIUN, and 陳俊雄. "A Study on Marketing Strategies in Bank Branches." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/05068646434024345597.

Full text

Abstract:

碩士
大葉大學
管理學院碩士在職專班
104
After Taiwan joined WTO, the domestic banks confronted more challenges because they had to compete with foreign banks operating in Taiwan. Together with the advancement of technology and innovative technology, and the change of consumer behavior, domestic banks are seemed to lose the controlling authority among marketing channels. If they are unable to catch up, they would fade away soon. This research intends to analyze projects in terms of less competitiveness in the business of the bank branches by applying marketing theory 7Ps, with the aims to further enhance operating performance and profits, which are critical to banks. Besides, this research also focuses on how newly joined managers could familiarize themselves with the business within a short period of time to maintain the competitiveness of bank branches among their rivalry, and further adjust their marketing strategies, so as to maximize operation benefits.

APA, Harvard, Vancouver, ISO, and other styles

43

LAI, PEI-YU, and 賴佩煜. "An Analysis of Bank Insurance Marketing ByAssociation Rules." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/89adn9.

Full text

Abstract:

碩士
逢甲大學
金融碩士在職學位學程
106
This thesis studies what baskets of life insurance products consumers usually buy through a bank insurance marketing channel. The data contains 92,411 transactions from 2013 to 2017 in a life insurance broker affiliated with a commercial bank. The insurance products in the transactions include interest sensitive annuity, interest sensitive life insurance, variable life and annuity, traditional life insurance (denominated in domestic or foreign currencies), health insurance, and personal accident insurance. The statistics show that most insurance buyers, particularly the female, like to purchase insurance products with high saving characteristics. By association rules, the results show that about 20% consumers who bought sensitive life insurance, variable life and annuity, or traditional life insurance (denominated in domestic currency) would purchase the same products again. Thus, insurance buyers did not tend to buy various types of insurance. Through the bank insurance channel, most consumers merely buy insurance for saving purpose, not for risk protection.

APA, Harvard, Vancouver, ISO, and other styles

44

HUANG, WEN-JU, and 黃文如. "The Dilemma of Bank Staff for Marketing Financial Product：A Case Study of U Bank." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/fwhwhh.

Full text

Abstract:

碩士
國立雲林科技大學
企業管理系
104
Financial sectors in Taiwan are facing a critical challenge due to the narrowing interest rate spreads. Therefore, the transaction fee, especially from a range of wealth management services provided by the banks, has become one of the main sources of income for banking and financial sectors. This has led to the strong competition and stress among employees in the financial services industry. This study is to investigate the marketing challenges faced by financial advisors in U Bank. In-depth interviews with the financial advisors from the bank are used to study the issues of marketing strategies on selling financial products as well as the strategies used to improve the situation. The result, through the data analysis, has shown that the dilemma comes from the following facts: (1) The ambiguity in policies including that in the sales quota, rewarding and punishing regulations, and discounts for customers, little discrepancy of the products, and the high employee turnover rate (2) The attitudes of the supervisors and the competitions among the employees (3) Issues from the financial advisors: how familiar they are with their clients and how much they know about their financial products. Thus, the following strategies tend to be used by financial advisors to overcome the dilemma faced by financial advisors: purchasing the financial products themselves, adjusting their own attitudes, seeking help from the friends and families, improving professional skills, and building strong client relationships. The findings from this study suggest that if U Bank can put employees’ concerns into consideration, the bank itself, the employees, and the customers will all benefit from it. It is also expected that the results from this research can pave he way for further research.

APA, Harvard, Vancouver, ISO, and other styles

45

Chung, Chen-Ting, and 鍾震霆. "A Study on Bank Insurance Strategic Alliance of Marketing- The Case of 「H」Bank." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/05165785600028709455.

Full text

Abstract:

碩士
國立中山大學
高階經營碩士班
100
Abstract Banking industry which contributes significant annual economic growth rate is one of the most important industries in Taiwan. Since the trend that many countries give up the cash-based monetary system, the financial environment grows toward liberalization and globalization. Banking industry has shown more and more influence on the stability of economy. The financial Commissioner of MOU which signed on November 16, 2009 and effected on January 16, 2010 has taken the financial cooperation between Taiwan and China to a new stage. Under the framework of the Economic Cooperation Framework Agreement (ECFA), Mainland China will become an important part of Taiwan banking industry’s future global distribution. With the impact of global financial tsunami and European sovereign debt crisis, the overall economic environment of Taiwan banking industry has been more difficult. On the other side, the number of competitor of the same nature increases since 16 new banks are approved to be set up from 1991 to 1992. According to the statistic of Financial Supervisory Commission, Executive Yuan, there is a total of 38 domestic banks with 3,398 branches and a total of 28 foreign banks with 53 branches over Taiwan. The business volume and profitability of traditional banks has been reduced, and wallet share ratio has been declined too. Thus, it is a must that bank adjust their traditional role from borrowing funds to a assist of asset management as quickly as possible to support customers a omni-bearing service provider. After the implement of Financial Holding Company Act in July 2001, the financial legislation has been lifted. It allow not only the establishment of financial holding companies but also the cross-industry operation of banking, insurance, securities, venture capital, investment trust business that providing customers on stop shopping service. Moreover, based on the principle of equity, the financial authority allow non-financial holding companies including banking, insurance, securities could development cross-industry service. Thus, non-financial holding companies should review their future development strategies and opportunities. The study is based on the simplified financial and insurance market structure which includes a bank and three insurance companies. When a individual bank cooperates with certain insurance company, there are two cooperation models—the establishment of financial holding company and cross-industry strategic alliance. The establishment of financial holding company adopts “joint marketing” mode which vertical and horizontal integrates the flow of business, cash, logistic, information and talent to create a synergy of business profit. However, if there are differences of business culture and philosophy, the benefit may not be shown and may even adversely affect the alliance. The strength of “strategic alliance” lies in the flexibility of operation of business and organization. With the cross-industry operation mode, managers could develop business strategy according to the difference structure and property thus not only retains original business idea and thinking but also capture unique niche of cross-industry then achieve the goal progressively. Through literature review and analysis of banking and insurance strategies, the study develops the research framework, questionnaire and dimensions in the background and motivation of cross-industry alliance, the condition and term of alliance partner selection strategy and interactive communication in the process of strategic alliance and cooperation to discuss the factors that influence the channel strategies of bank-insurance companies and the critical factors that make successful business expansion. The study hope to provide a reference for future development of bank –insurance business to enhance the competitiveness of bank insurance industry in Taiwan.

APA, Harvard, Vancouver, ISO, and other styles

46

Saxena, Geetika. "Marketing of financial services by commercial banks- A study of state bank of India." Thesis, 1995. http://hdl.handle.net/2009/823.

Full text

APA, Harvard, Vancouver, ISO, and other styles

47

CHI, KAI-YAO, and 紀凱耀. "The Study on Marketing Channel Strategy, Internal Marketing and Employee Satisfaction of Bank." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/09392745093093673137.

Full text

Abstract:

碩士
育達商業科技大學
行銷與流通管理所
102
Since the 1980s, the new banks in Taiwan are opening up after the privatization of public banks, A lot of bank began to organize a series of activities to attract customers, and quality of service to segment the market, so more and more competitive in the domestic banking market. The bank marketing channel strategy attracted consumers, and improved customer satisfaction. Bank marketing channel strategy is the bank highlighting the advantages of the strategic basis for sustaining competitive advantage. This study is to understand the impact of bank marketing channel factors and those specific variables to cover this gap in academic and theory through bank industries, companies, and product perspective. Customers are the bank's survival and development depend on the bank staff satisfaction should be joint efforts between each other to resolve the bank staff on how to bank marketing channel strategy, internal marketing, and employee satisfaction is worth exploring in this study. This research is done by adopting questionnaire surveys, targeting on the banking department employee, with 400 copies distributed and 303 effectively collected. This research has adopted one-way analysis of variance, the paired t-test, and other related analysis methods, and the results are as follows: 1. There is a great discrepancy on the satisfactory level of marketing channel strategy, internal marketing、employee satisfaction from the interviewees with different backgrounds. 2. The level of marketing channel strategy, internal marketing and employee satisfaction have positive correlation at the medium level, which indicates that satisfaction level of the marketing channel strategy and internal marketing enhance the employee satisfaction.

APA, Harvard, Vancouver, ISO, and other styles

48

"Marketing strategies for Visa cards in Hong Kong." Chinese University of Hong Kong, 1989. http://library.cuhk.edu.hk/record=b5885999.

Full text

APA, Harvard, Vancouver, ISO, and other styles

49

"A perspective on the service quality of banks in 1990s." Chinese University of Hong Kong, 1991. http://library.cuhk.edu.hk/record=b5886830.

Full text

Abstract:

by Veronica Wong Mun Yee.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1991.
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
ACKNOWLEDGEMENT --- p.v
Chapter
Chapter I. --- INTRODUCTION --- p.1
What is Service Quality? --- p.1
Origin & Purpose of this Study --- p.3
Focus & Scope of this Study --- p.4
Plan of the Report --- p.6
Chapter II. --- METHODOLOGY --- p.7
Limitation of the Study --- p.8
Literature Review --- p.9
Focus Group Interviews with Customers --- p.10
In-depth Interviews with Bank Personnel --- p.13
Chapter III. --- SIGNIFICANCE OF SERVICE QUALITY IN THE 1990s : A LITERATURE REVIEW --- p.16
Definition and Models of Service Quality --- p.16
Emerging Significance of Service Quality in the Changing Environment --- p.23
Costs and Benefits of Service Quality --- p.25
Bibliography --- p.28
Chapter IV. --- FINDINGS FROM THE FOCUS GROUPS WITH CONSUMERS --- p.32
Attitudes Towards Retail Banking Services --- p.32
Bank Usage Behaviour --- p.33
How Do They Choose Banks --- p.34
Likelihood of Changing/Switching Banks --- p.35
Key Determinants for Evaluating Service Quality --- p.36
Implications --- p.39
Chapter V. --- FINDINGS FROM THE IN-DEPTH INTERVIEWS WITH BANK PERSONNEL --- p.42
Chapter VI. --- IMPLEMENTATION OF SERVICE QUALITY STRATEGIES --- p.47
Change of Organisational Culture --- p.47
Full Commitment From Both Management & Staff --- p.50
Internal Customer Philosophy --- p.52
Reinforcement and Evaluation --- p.54
Chapter VII. --- CONCLUSIONS --- p.56
APPENDIX

APA, Harvard, Vancouver, ISO, and other styles

50

Borén, Cecilia, and Lotta Forsman. "Das Marketing der SEB-Bank auf dem deutschen Markt." Thesis, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1798.

Full text

Abstract:

Der vorliegende Aufsatz ist eine Untersuchung innerhalb des Aufbaustudiums für Deutsch an der Hochschule Södertörn. Der Titel lautet „Das Marketing der SEB-Bank auf dem deutschen Markt“ und der Aufsatz behandelt demnach die neue Marketingkampagne der SEB AG in Deutschland. Es wird untersucht, welches Bild die SEB-Bank von sich vermitteln will und auch, wie die Bank von den Kunden aufgefasst wird, also das Verhältnis zwischen Image und Identität. Untersucht wird auch, wie die Werbung und die Symbole der SEB-Bank kommuniziert werden. Die Untersuchung ist eine Fallstudie der SEB-Bank und die Informationen wurden sowohl aus Primärdaten als auch aus Sekundärdaten zusammengestellt. Die Sekundärdaten bestehen aus einer Literaturstudie innerhalb des Untersuchungsgebiets und die Primärdaten bestehen teils aus einem Mail-Interview mit Patrick Becker, Direktor Marketing der SEB-Bank, teils aus einer Befragung unter den Kunden und potentiellen Kunden der SEB-Bank. Aus den Resultaten der Studie leiten sich folgende Schlussfolgerungen ab: die SEB-Bank positioniert sich als ein schwedischer, kundenfreundlicher Finanzdienstleister mit hoher Service und Beratungsqualität. Es ist der Bank zum Teil gelungen, dieses Bild an den Kunden zu vermitteln.

APA, Harvard, Vancouver, ISO, and other styles

Dissertations / Theses on the topic 'Bank marketing'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles