Creating Value for Clients using a Holistic Approach in Banking Marketing
DOI:
https://doi.org/10.54820/entrenova-2022-0008Ključne reči:
holistic approach, loyalty, marketing strategies, value for the client, satisfactionApstrakt
This paper investigates how marketing mix strategies' design affects customer value creation. The paper presents the results of empirical research conducted through a questionnaire that aims to show and determine which elements are key in choosing a bank, the extent to which branches and digital services are used, which affects customer satisfaction, loyalty, and customer experience for quality assessment and what are the reasons why clients would leave the current bank and choose a competing bank. The research results indicate that the availability of products and services is important to clients with support that increases the user experience, the application of innovative technologies in creating new offers, and friendly, educated, and friendly staff and channels. Respondents state the reasons for changing the bank: lack of branches, unfriendly or unprofessional staff, unsatisfactory quality of service, excessive fees, and more.
Reference
Anusha, KS. (2016), „Brand and Marketing Mix-A Review“, Journal of Global Economics, Vol. 4 No. 3, pp.1-4.
Avelini Holjevac, I. (2002), „Upravljanje kvalitetom u turizmu i hotelskoj industriji“, Fakultet za turistički i hotelski menadžment, Opatija.
Bratko, S., Previšić, J. (2011), „Marketing“, Sinergija, Zagreb.
Buntak, K.; Baković, T.; Mišević, P.; Damić, M.; Buntić, L. (2021), „Kvaliteta i sustavi upravljanja kvalitetom“, Sveučilišni priručnik, Hrvatska gospodarska komora, Zagreb.
Enwev, C., Waite, N. (2007), „Financial Services Marketing - e book“, Elsevier Linacrehouse Jordan Hill, Oxford.
Estelami, H. (2007), „Marketing Financial Services, Dog Ear Publishing“, New York.
Išoraitė, M. (2016), “Marketing mix theoretical aspects, International Journal of Research – Granthaalayah, Vol.4 No.6, pp 25-37.
Kesić, T. (2003), „Integrirana marketinška komunikacija“, Opinio d.o.o., Zagreb
Kotler, P., Wong, V., Saunders, J., Armstrong, G. (2006), „Osnove marketinga“, Mate, Zagreb.
Kotler, P., Keller, K. L. (2007), „Upravljanje marketingom“, 12. izd., Mate d.o.o., Zagreb.
Kumar, V., Reinartz, J.W. (2006), „Customer Relationship Management: A Databased Approach“, John Wiley & Sons, Inc.
Meler, M. (2002), „Marketing, Ekonomski fakultet u Osijeku“, Osijek.
Paliaga, M., Oliva, E. (2017), „Marketing financijskih usluga“, MPS d.o.o., Rovinj
Panova, G. (2021), „Evolution of traditional banks’ business models“, International Review, No. 1-2, pp. 127-133.
Previšić, J., Ozretić Došen, Đ. (2004), „Marketing“, Adverta d.o.o., Zagreb.
Previšić, J., Ozretić-Došen, Đ. (2007), „Osnove marketinga“, Adverta, Zagreb.
Schiffman, L.G.; Kanuk, L.L. (2004), „Ponašanje potrošača“, Mate d.o.o. Zagreb.
Singh, M. (2012), „Marketing Mix of 4P‟S for Competitive Advantage“, IOSR Journal of Business and Management, Vol. 3 No. 6, pp 40 – 45.
Turkalj, K. (2016), „Banke na društvenim mrežama – Erste banka, Zaba i PBZ“. Pula: Sveučilište Jurja Dobrile u Puli, Fakultet ekonomije i turizma (Diplomski rad), available at: https://core.ac.uk/download/pdf/198066497.pdf / (12 March 2022)
Vranešević, T. (2000), „Upravljanje zadovoljstvom klijenata“, Golden marketing, Zagreb
Vrdoljak Raguž, I., & Tolušić, M. (2012), „Implementacija Porterovih generičkih strategija i postizanje konkurentskih prednosti na primjeru automobilske industrije“, Ekonomska misao i praksa, Vol.1, pp. 381-398.
Vučemilović, V.; Blažević, Z. (2016), „Marketing usluga“, Visoka škola za menadžment u turizmu i informatici u Virovitici, Virovitica.
##submission.downloads##
Objavljeno
Kako citirati
Broj časopisa
Sekcija
Licenca
Sva prava zadržana (c) 2022 ENTRENOVA - ENTerprise REsearch InNOVAtion
Ovaj rad je pod Creative Commons Autorstvo-Nekomercijalno 4.0 Internacionalna licenca.
