تبیین الگوی انتخاب راهبرد‌های بازاریابی بانکداری تجاری مبتنی‌بر ارزش ویژۀ مشتری

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استاد دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 دانشیار دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

4 استاد دانشکدة مالی، دانشگاه خوارزمی، تهران، ایران

چکیده

انتخاب راهبرد بازاریابی از مهم‌ترین اقدامات برای ایجاد ترکیب مناسب مشتریان در زمینة دستیابی به بقا و سودآوری پایدار برای سازمان است. با این‌حال، برخی کسب‌وکارها برداشت درستی از ترکیب مشتریان و شناخت مناسبی از ارزش مشتریان ندارند. در این بین، بانک‌های تجاری مشتریان میلیونی دارند و زیرساخت‌های فنی و انسانی گسترده‌ای به‌منظور خدمت‌رسانی به این حجم از مشتریان تجهیز کرده‌اند، اما فعالیت‌های مرتبط با ادارة کسب‌وکار در آن‌ها کمتر بر مبنای مشتری سازماندهی شده است. در این پژوهش، با استفاده از رویکرد کیفی اکتشافی و نظریة برخاسته از داده‌ها تلاش شده است تا درک بهتری از چگونگی انتخاب راهبرد بازاریابی از نظر مدیران ارشد فعال در بخش‌های فروش و بازاریابی به‌دست آید. پس از تحلیل یافته‌ها، 400 کد، 65 مفهوم، 17 مقولة اولیه و 5 مقولة نهایی به‌دست آمد که براساس آن‌ها برای تبیین نظریه‌ای که بتواند انتخاب‌های بازاریابی مدیران بانک را براساس ادراک از ارزش مشتری توضیح دهد، اقدام شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explanation of the commercial banking marketing strategy selection based on customer equity

نویسندگان [English]

  • Ali Divandari 1
  • Amirhossein Davodian 2
  • Mohsen Nazari 3
  • Azizollah Memariani 4
چکیده [English]

Although selection of marketing strategy could be considered the most important action with regard to forming and maintaining an optimum customer mix to gain sustainable profitability for the organization, some businesses have neither true understanding of their own customer mix nor the profitability associated with them. Commercial banks are one of those businesses that have millions of customers and have made huge investments in human resources and infrastructure in order to serve them, but their business management activities are poorly customer oriented. This research is trying to benefit from grounded theory approach to provide a better understanding of the situation in which sales and marketing managers in Bank Mellat select marketing strategies. Through analyzing of data we came up with 400 initial codes which in return led to 65 concepts, 17 initial categories and ultimately 5 final categories which enabled us to explain Bank Mellat marketing selections based on their understanding of customer equity.

کلیدواژه‌ها [English]

  • marketing strategy
  • Customer equity
  • Drivers of customer equity
  • Grounded theory
Aaker, D. A. (1991). Managing brand equity, Free Press, New York.

Aghaei, M., Vahedi, E., Safari kahreh, M., & Pirooz, M. (2014). An examination of the relationship between Services Marketing Mix and Brand Equity Dimensions, Social and Behavioral Sciences, (109): 865– 869.

Aghazadeh, H., Khanlari, A. & Akbarpour, H. (2015). Investigating the relationship between customer equity and the performance of Parsian International Hotel Group, Journal of Business Management (In Persian)

Ambler, T. (2003). Marketing and the bottom line, 2nd edition, FT Prentice Hall, London.

Ambler, T. & Roberts, J. H. (2008). Assessing marketing performance: Don't settle for a silver metric, Journal of Marketing Management, 24 , 733- 750.

American Marketing Association. (2005). Marketing Accountability Study: White Paper, American marketing Association, Chicago.

Arvindakshan, A., Rust, R. T., Lemon, K. N., & Zeithmal, V. A. (2004). Customer equity: Making marketing strategy financially accountable, Journal of Systems Science and Systems Engineering,13(4): 1- 17.

Asamoah, E. S. (2014). Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana, Journal of Small Business and Enterprise Development, 21(1): 117- 131.

Baldauf, A., Cravens, K. S. & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain, Journal of Product & Brand Management, 12(4): 220- 236.

Bauer, H. H. & Hammerschmidt, M. (2005). Customer based corporate valuation: Integrating the concepts of customer equity and shareholder value, Management Decision, 43,331- 348.

Bauer, H. H., Hammerschmidt, M. & Braehler, M. (2003). The customer lifetime value concept and its contribution to corporate valuation, Year Book of Marketing and Consumer Research, 1:47- 67.

Bayon, t., Gutsche, J. & Bauer, H. (2002). Customer equity marketing: Touching the Intangible, European Management Journal, 20(3): 213- 222.

Bell, d., Deighton, J., Reinartz, W. J., Rust, R. T. & Swartz, G. (2002). Seven barriers to customer equity management, Journal of Service Research, 5, 77- 85.

Blattberg, R. C. & Deighton, J. (1996). Manage marketing by the customer equity test, Harvard Business Review, 74, 136- 144.

Campbell, J. L., Quincy, C., Osserman, J. & Pederson, O. K. (2013). Coding in-depth semistructured interviews: Problems of unitization and intercoder reliability and agreement, Sociological Methods & Research, 42(3): 294- 320.

Charmaz, K. (2006). Constructing Grounded Theory A Practical Guide Through Qualitative Analysis, Sage Publications, London.

Clark, B. H. (1999). Marketing performance measures: History and interrelationships, Journal of Marketing Management, 15(8): 711- 732.

Corbin, J. & Straus, A. (2008). Basics of qualitative reaserch: Techniques and procedures for developing grounded theory, 3rd edition, Sage publications, London.

Divandari, A., Haghighi, M., Allahyari, A. & Bagheri, T. (2009). Improving customer based brand equity through image creation for functional and non functional benefits (Case study of Bank Mellat), Journal of Business Management Vision, 8(30): 29- 48. (In Persian)

Fernando, Y., Ho, T. C., Algunaid, N. & Zailani, S. (2013). A study of relationship marketing in Malaysian banks: Does guanxi influence small medium enterprise owner’s satisfaction, Journal of Relationship Marketing  (12): 22- 40.

Fuller, L. (2005). A simple customer-retention strategy: Securing direct deposits, ABA Bank Marketing: 47- 48.

Gronroos, C. (1995). Relationship marketing: The strategy continium, Journal of The Academy of Marketing Science, 23(4): 252- 254.

Guilding, C. & McManus, L. (2002). The incidence, perceived merit and antecedentsof customer accounting: An exploratoru note, Accounting, Organizations and Society,27: 45- 59.

Gupta, S., Lehmann, D. R. & Stuart, J. A. (2004). Valuing customers, Journal of Marketing Research, 41(1): 7- 18.

Hamidizadeh, M., Balaghi Ilanloo, M. & Atai, M. (2014). Investigating influencial factors on improving brand equity with enforcement on promotion abd corporate image (Case study of mobile telecomiunication companies), Journal of Business Management, 6(4): 755- 772. (In Persian)

Heffernan, S. (2003). Modern Banking in Theory and Practice, John Wiley & Sons, Chichester.

Jackson, T. W. (2006). Customer value exchange, Journal of Financial Services Marketing, 11(4): 314- 332.

Jagger, M. & Richards, K. (2000). Customer satisfaction means profitability, Bank Marketing, : 21.

Kamakura, W. et al. (2005). Choice models and customer relationship management, Marketing Letter, 16(3- 4): 279- 291.

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity, The Journal of Marketing, 57: 1- 22.

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands, Marketing Science Institute, Cambridge.

Khalifa, A. S. (2004). Customer value: A review of recent literature and an integrative configuration, Management Decision, 42(5): 645- 666.

Kim, W. & Kim, H. B. (2005). The relationship between brand equity and firm’s performance in luxury hotels and chain restaurants, Tourism Management, 26(4): 549- 560.

Krauss, M. (2012). The Curious CMO, Marketing News, :12.

Kumar, V. (2013). Profitable customer engagement: Concept, metrics and strategies, Sage Publications, New Delhi.

Kumar, V. (2015). Evolution of marketing as a discipline: What has happened and what to look out for, Journal of Marketing 79: 1- 9.

Kumar, V. & Shah, D. (2009). Expanding the role of marketing: From customer equity to market capitalization, Journal of Marketing, 73: 119- 136.

Kumar, V. & Shah, D. (2015). Handbook of research on customer equity in marketing, Edward Elgar.

Kushwaha, G. & Agrawaln, S. (2015). An Indian customer surrounding 7P's of service marketing, Journal of Retailing and Consumer Services (22): 85- 95.

Lincoln, Y. S. & Guba, E. G. (1985). Naturalistic Inquiry, Sage Publications, Newbury Park, CA.

lind, J. & Stormsten, T. (2006). When do firms use different types of accounting, Journal of Business Research, 59: 1257- 1266.

Lotayif, M. A. M. (2004). Factors that affect the selection of defensive marketing strategies: Evidence from the Egyptian banking sector, The Journal of American Academy of Business:152- 158.

Mahajan, V., Rao, V. R. & Srivastava, R. K. (1994). An Approach to assess the importance of brand equity in acquisition decisions, Journal of Product Innovation Management,11(3): 221- 235.

Mira, S. & Karimi Harisi, S. (2012). Investigating the impact of media and non media advertisements on brand equity (Case study of Pars Khazar), Journal of Business Management, 4(14): 107- 126. (In Persian)

Morgan, J. (2009). Customer information management (CIM): The key to Successful CRM in financial services, Journal of performance management, 22(3): 47- 58.

Pepper, D. & Rogers, M. (2005). Return on customer: Creating maximum value from scarcest resource, Singapore Marshal Cavendish.

Razavi, M. & Khodadadhosseini, S. (2010). Promotion mix modeling with fuzzy logic (Case study of car battery industry), Journal of Business Management, 2(5): 61- 78. (In Persian)

Reinartz, W. J. & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing, Journal of Marketing, 64(4): 17- 35.

Reinartz, W. J. & Kumar, V. (2003). The impact of customer relationships characteristicson profitable lifetime duration, Journal of Marketing, 67: 77- 99.

Richard, A. K. & Jones, E. (2008). Customer relationship management-finding value drivers, Industrial Marketing Management37: 120- 130.

Rust, R. T., Lemon, K. N. & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy, Journal of Marketing:109-127.

Rust, R. T., Zeithaml, V. A. & Lemon, K. N. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy, Free Press, New York.

Safari Kahreh, M. & Safari Kahreh, Z. (2012). An empirical analysis to design enhanced customer lifetime value based on customer loyalty: Evidences from Iranian banking sector, Iranian Journal of Management Studies, 5(2): 145- 167.

Srinivasan, S. & Hanssens, D. M. (2009). Marketing and firm value: Metrics, methods, findings, and future directions, Journal of Marketing Research, 46(3): 293- 312.

Venkatesan, R. & Kumar, V. (2004). A customer lifetime value framework for customer selection and optimal resource allocation strategy, Journal of Marketing, 68: 106- 125.

Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development, Journal of Marketing, 67, 30- 45.

Villanueva, J., Yoo, S. & Hanssens, D. M. (2008). The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth, Journal of Marketing Research, 45(1): 48- 59.

Wan, W. W., Luk, C. & Chow, C. W. (2005). Customer's adoption of banking channels in Hong Kong, International Journal of Bank Marketing, 23(3): 255- 272.

Weir, K. (2008). Examining the theoritical influences of customer aluation metrics, Journal of Marketing Management, 24: 797- 824.

Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science, 28(2): 195- 211.