Univ. Saarbrücken, Diss., 2005

by Lee Yuen-Yee Annisa. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 58-59). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / Chapter / Chapter I. --- Introduction / Objectives of the Project --- p.1 / Scope of Study --- p.1 / What is Private Banking ？ --- p.4 / Chapter II. --- Current Development of Private Banking Industry in Hong Kong Services provided by Banks --- p.7 / Services provided by Non-Bank Institutions --- p.12 / SWOT Analysis of Retail Banks in Hong Kong --- p.14 / Chapter III. --- Application of existing PBS in Marketing Model --- p.23 / Product Strategy --- p.25 / Service Strategy --- p.26 / Price Strategy --- p.27 / Communications Strategy --- p.27 / Sales Force Strategy --- p.27 / Distribution Strategy --- p.28 / Chapter IV. --- Research / Objectives of the Research --- p.30 / Scope of the Research and Design --- p.31 / Findings --- p.31 / Limitations of the Research --- p.38 / Chapter V. --- Recommendations / Target Segmentation --- p.40 / Market Objectives --- p.41 / Marketing Strategy --- p.43 / Chapter VI. --- Conclusion --- p.50 / APPENDIX --- p.51 / BIBLIOGRAPHY --- p.58

published_or_final_version / Business Administration / Master / Master of Business Administration

M.Com. (Business Management) / Branding has been used for many years to differentiate products and verify quality. Although the notion of branding has become more complicated over the centuries, the idea of ownership nevertheless continuous to lie at the heart of the brand. For far too long, banks seemed indifferent to building and maintaining a strong brand. But the stakes are getting higher to differentiate from the crowd and the success of some banks in building brand equity will transfer indistinct players to commodity status. The challenge for banks is to position themselves more strongly in the mirid of the consumer, in terms of awareness, relevance, quality and, most importantly, competitive differentiation. Banks need to establish brand strength by measuring and then managing these dimensions. The main purpose of the study is to provide a comprehensive and up-to-date overview on branding especially in the retail banking market. This study firstly examines the literature on branding in general and then focuses more specifically on branding in banking institutions. It then considers brand equity and the sources of brand equity comprising brand awareness, brand loyal, perceived quality and brand associations. The empirical study conducted centres around the awareness of the different brands in the retail banking market and what the consumer perceptions of these brands are. More specifically the research looks at commitment levels of users, including the potential for future growth and where such growth is likely to come from. The results showed that the South African banking industry has remained relatively consistent during 1998 and 1999. The only notable exception is ABSA, which has significantly improved its position and, along with Standard Bank, currently maintains the strongest position in the market...

Thesis (M.Com. (Marketing Management and Information Systems))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2012. / In today‟s increasingly dynamic and competitive markets, organizations are continuously pressurized to meet financial targets in order to realise company goals in an efficient and effective manner. The banking sector in South Africa has, for a very long time, operated in a predominantly oligopoly market, however, due to increasing pressure from new entrants like Capitec Bank, there has been a shift of focus to ensuring long term profitability and competitiveness as the new entrants are constantly implementing strategies that cause customer switching. The literature reveals that long-term profitability requires that a firm implements sustainable development projects to ensure long-term profitability. However, many of the profitability models in use today do not have a variable for sustainable development and yet it is a key factor in drawing returns on investment. This study adopts the South African banking sector and investigates the applicability of Rust, Lemon and Zeithaml‟s (2004) return on investment model for the various initiatives that the banks have implemented. From qualitative research with the banks, it was found that sustainable development forms a large part of the annual budget with the aim of improving the brand perceptions and increasing the likelihood of customer retention and attraction. However, the results from the bank‟s customers reveal that the initiatives being sponsored by the banks have very little effect on their decision to switch or remain banking with a specified bank. Basic customer satisfaction techniques like clear communication and customer care still outweigh any corporate initiative like sponsoring the local soccer league thus although these initiatives do benefit to keep the brand name in customer‟s minds, they do less in realising returns. The model reveals a technique to quantify return on investment taking into account factors like sustainable development and it was found that the model is applicable and useful in a South African setting. Recommendations include applying the model to gauge not only the possibility of returns but also how much a company can expect to receive after investing a specified amount of money on any initiative. This model will be very useful for planning especially for capital intensive projects as the current economic environment cannot accommodate for misappropriation of funds. / MT2017

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.

O presente estudo desenvolve e testa um modelo de segmentação por benefícios de consumidores bancários pessoas físicas. Para isso, investiga os atributos determinantes na escolha de bancos múltiplos para a abertura de novas contas-corrente a partir de uma extensa revisão da literatura sobre o tema. A identificação da determinância dos atributos no modelo é feita pela combinação entre a importância do atributo ao respondente e seu grau de diferenciação percebida entre as ofertas de mercado. A metodologia de pesquisa utilizada na aplicação do modelo tem por base uma abordagem quantitativa de levantamento de dados primários junto a uma amostra não-probabilística de clientes bancários da cidade de São Paulo. A análise de dados prevista no modelo e aplicada à pesquisa utiliza a técnica estatística de Análise Fatorial para reduzir o conjunto de atributos de pesquisa a fatores representativos dos benefícios procurados, seguida de Análises de Conglomerados dos tipos hierárquica e K-Means para agrupar os respondentes em relação aos benefícios procurados e às suas características demográficas. Conforme considerado no modelo, devido à impossibilidade de caracterização demográfica direta dos integrantes dos segmentos por benefícios, a análise estatística dos dados da pesquisa resulta finalmente em segmentos de 1a e 2a ordem do tipo post hoc e a priori, respectivamente. As considerações finais do estudo validam o modelo proposto à luz dos objetivos estabelecidos e dos requisitos geralmente aceitos para um processo de segmentação eficaz e conclui por sua aplicabilidade e sua utilidade aos profissionais de marketing de instituições financeiras e aos membros da Academia. / This study develops and tests a model of segmentation of individual banking consumers using customer desired benefits. For that purpose, it first investigates the determinant attributes used by individuals when choosing a commercial bank to open a new current account, from an extensive review of literature on the subject. The identification of the determinance of the attributes in the model is obtained from a combination of its perceived importance and its degree of differentiation perceived among market offers. The research methodology used in the application of the model uses a quantitative approach based on a collection of primary data within a non-probabilistic sample of banking customers in São Paulo. The analysis of data foreseen in the model and applied to this research uses the statistical technique of Factor Analysis to reduce the set of researched attributes to factors that stand for desired benefits, followed by Hierarquical and K-Means Cluster Analysis to group the respondents in terms of benefits and demography. As considered in the model, due to impossibility of direct demographic description of respondents within benefit segments, the analysis of data finally results in segments of 1st and 2nd order, a priori and post hoc respectively. The final study analysis validates the model in the light of its objectives and the generally accepted requirements for an efficient segmentation process and concludes for its applicability and utility to marketing practitioners of financial sector and to the Academy members.

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

本研究的研究動機在探討新舊銀行客戶對銀行服務品質的認知，並評 估新舊銀行的服務品質管理狀況及行銷、管理者對於銀行服務品質的認知 ，進而予以分析、比較，從中發掘問題、歸納心得，俾對新舊銀行追求服 務品質管理改善的努力，提供建議與參考。整個研究所欲探討的三個核心 問題為: 1.驗證 Zeithaml 等（1988）所提之架構在銀行業之適用性。2. 比較兩家銀行在服務品質各差距之差異性。3.比較兩家銀行在服務品質管 理上之差異性。研究結論如下: 1.管理者認知的服務品質管理狀況之因素 分為四個因素：「滿足顧客期望能力」、「服務品質溝通狀況」、「提升 服務品質意願」、「服務品質作業內涵」。2.業務經辦人員所認知的服務 品質管理狀況之因素分為五個因素：「重視員工」、「角色認知」、「服 務績效指標」、「設備與員工配合度」、「團隊合作」。3.銀行服務品質 因素有六個「周到合理」、「有形無誤」、「禮貌專業」、「便利舒適」 、「安全公平」、「效率可靠」。4.在辦理存提款及匯兌業務迅速有效率 、顧客抱怨或生氣時的迅速安撫與處理、承辦人不在時其他行員代理業務 、分行數目足夠等項目上，乙銀行服務品質差距一顯著地小於甲銀行。5. 整體而言，乙銀行的差距二小於甲銀行。又以行員穿著、行員服務熱誠最 為顯著。6.差距三方面，乙銀行在周到合理、有形無誤、安全公平等三項 因素構面上，均顯著地小於甲銀行。7.差距五方面，甲乙銀行在周到合理 、有形無誤、禮貌專業、便利舒適、及效率可靠均達顯著差異，其中又以 周到合理、禮貌專業、效率可靠最具顯著差距，乙銀行的差距五小於甲銀 行，顯示乙銀行的服務品質較優於甲銀行。8.甲乙銀行在服務品質溝通狀 況具顯著差異，其中又以管理者與顧客面對面接觸、員工有機會對管理者 表達意見、管理者願接受員工竟見、有效使用自動化設備最顯著。乙銀行 在這些推行的程度較甲銀行為深。9.甲乙銀行在重視員工、服務績效指標 、設備與員工配合度、轉隊合作均達顯著差異，又以服務績效指標最為顯 著。乙銀行在這些服務品質管理上推行的程度較甲銀行深。

Thesis (M.B.A.)--University of Hong Kong, 1985.