The thesis is focused on the analysis of the current communication mix of selected product of the unnamed bank and suggesting of recommendations for its improvement. The theoretical part contains the explanation of terms and knowledge relating not only to the marketing communication, but to the marketing in general. In the analytical part is evaluated the current situation of the marketing communication of the selected company. In the last part of the thesis, based on the knowledge gained from the analytical part, are created proposals for the completing of the current communication mix of the selected product including their benefits and cost evaluation.

Thesis (MComm)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: In the financial service sector, specifically the banking sector, the competition for market share has become fierce. South Africas‟ Big Four banks (Absa, FNB, Standard Bank and Nedbank) are currently threatened by Capitec‟s simplified business strategy. Capitec is not just retaining customers, but also attracting new-to-bank customers and customers from other banks. Capitec‟s strategy has led to an increase in competitive rivalry among the banks. The Big Four banks are struggling to retaliate against Capitec‟s innovation, creating a situation where only the strongest will survive. The reason for this competition is Capitec‟s move to target the higher-income market, since they are changing the profile of their original customer base. On the other hand, Absa is counter-attacking by targeting Capitec‟s primary market that consists of lower-income groups. Both Capitec and Absa are initiating vertical service line extensions (VSLE). The difference between the two banks‟ strategies is the direction of the vertical extension, where Capitec is utilising an upward VSLE, and Absa is utilising a downward VSLE. Not enough attention has been given to service line extensions compared to extensions of tangible products. In this study the focus is on vertical line extensions within the service sector and more specifically the banking sector. The primary objective is to investigate the influence attitudes towards a vertical service line extension (VSLE) have on current customers‟ perceived brand image. Furthermore, the difference between customers‟ attitudes towards a bank pursuing an upward vertical service line extension and one pursuing a downward vertical service line extension, is investigated. The secondary objectives of the study are to assess whether or not (1) perceived quality influence customers‟ attitudes towards a VSLE; (2) perceived status fit influence customers‟ attitudes towards a VSLE; (3) customers‟ perceived fit between their self-image and the communication, influence attitudes towards a VSLE; (4) attitudes towards a VSLE influence brand image; (5) there is a difference between customers‟ brand image, perceived quality, perceived fit, and self-brand communication fit of a bank that introduced an upward extension and one that introduced a downward extension. In the case of an upward VSLE (Capitec), the results suggest that perceived quality was the only variable that significantly influenced attitudes towards the VLSE. On the other hand, in the case of a downward VSLE (Absa), perceived quality and communication fit significantly influenced attitudes towards a VSLE. Furthermore, attitudes towards the VSLE did significantly influence brand image in both an upward and downward extension. Perceived status fit was the only variable that did not significantly influence attitudes towards a VSLE in both an upward and a downward extension. It emerged that the attitudes of customers from a bank initiating an upward extension (Capitec) differ from customers from a bank initiating a downward extension (Absa). Capitec and Absa customers differ in their evaluation of perceived quality, status fit, communication fit and brand image. The greatest difference among the two customer groups were caused by communication fit and perceived brand image. In this study Capitec customers evaluated their bank more favourably than Absa customers did. This result can be attributed to the direction of the extension and customers feelings towards it. It was advised that managers should thoroughly investigate the benefits and risks in implementing an upward or downward VSLE, since this study concludes that in either case brand image will be influenced. / AFRIKAANSE OPSOMMING: In die Suid-Afrikaanse mark het die kompitiese tussen banke geweldig gestyg soos die banke meeding om mark aandeel. Die Groot Vier banke (Absa, FNB, Standard Bank en Nedbank) word tans uitgedaag deur Capitec se eenvoudige dienslewering strategieë. Capitec is besig om dienste te lewer aan hul huidige kliënte, asook die gedeelte in die mark wat nog nooit voorheen van bankdiense gebruik gemaak het nie. Verder, is Capitec besig om kliënte van ander banke af te rokkel. Die Groot Vier sukkel om mee te ding met Capitec se innovasie rondom algemene bankdienste. Dus, word daar nou 'n situasie in die finansiële sektor geskep waar net die sterkstes sal oorleef. Die rede vir hierdie mededinging in die mark is as gevolg van Capitec se beweging na 'n hoër-inkomste mark. Die oorspronklike kliënte-profiel van Capitec word nou op ʼn prominente wyse verander. Absa, daarteenoor is besig om Capitec teë te werk deurdat hul laer-inkomste markte infiltreer. In beide gevalle is Capitec en Absa besig om 'n "vertical service line extension (VSLE" te implementeer. Die verskil tussen die twee banke is die rigting van die VSLE, waar Capitec 'n opwaartse VSLE implementeer het en Absa 'n afwaardse VSLE implementeer het. In die huidige literatuur word daar nie genoeg aandag gegee aan "service line extension" in vergelyking met "product line extensions" nie. Dus, die fokus van hierdie studie is op VSLE in die bankdienste sektor. Die primêre doelwit is om te bepaal of huidige kliënte se houdings teenoor die VSLE 'n beduidende invloed het op die handelsmerk. Verder, is ondersoek ingestel om te bepaal of daar 'n verskil is tussen 'n bank se kliënte wat 'n opwaartse VSLE implementeer en een wat 'n afwaartse VSLE implementeer. Die sekondêre doelwitte was om vas te stel of (1) kliënte se gehalte persepsie 'n effek het op hul houding teenoor 'n VSLE; (2) status ooreenstemming 'n effek het op kliënte se houding teenoor 'n VSLE; (3) ooreenstemming tussen kliënte se self-persepsie en die bank se kommunikasie 'n effek het op hul houding teenoor die VSLE; (4) kliënte se houding teenoor die VSLE 'n effek het op die handelsmerk; (5) daar 'n verskil is tussen kliënte van 'n bank wat 'n opwaarse VSLE implementeer en een wat 'n afwaarste VSLE implementeer interme van, gehalte persepsie, status ooreenstemming en hul ooreenstemming tussen self-persepsie en kommunikasie. In die geval van 'n opwaartse VSLE (Capitec) is dit bevind dat net kliënte se gehalte persepsie 'n beduidende invloed het op hul houdings teenoor die VSLE. In die geval van 'n afwaartse VSLE (Absa) is daar bevind dat kliënte se gehalte persepsie en kommunikasie „n beduidene invloed het op hul houdings teenoor die VSLE. In beide 'n opwaarste en afwaarste VSLE het kliënte se houdings teenoor die VSLE „n beduidende effek op die handelsmerkbeeld gehad. Status ooreenstemming tussen die huidige kliëntebasis en die kliëntebasis wat bereik wil word deur die VSLE, het geen effek gehad op kliënte se houding teenoor die VSLE nie. Verder, was dit bevind dat kliënte wat betrokke is by 'n bank wat 'n opwaarste VSLE implementeer (Capitec) verskil van die kliënte wat betrokke is by 'n bank wat 'n afwaarste VSLE implementeer (Absa). Capitec en Absa kliënte verskil in hul evaluasie van die betrokke bank se gehalte persepsie, status ooreenstemming, kommunikasie en handelsmerk evaluasie. Die grootste verskil tussen die twee steekproewe is by kommunikasie evaluasie en handelsmerk evaluasie. Daar is onder andere bevind dat Capitec kliënte hul bank beter evalueer as Absa kliënte. Hierdie bevinding kan verduidelik word deur die rigting van die twee banke se VSLE. Die gevolgtrekking is dat handelsmerkbeeld, ongeag die rigitng van die VSLE, beïnvloed word deur huidige kliënte se houdings teenoor die VSLE. Dus, moet bestuurders al die voordele en nadele in verband met 'n VSLE opgeweeg voordat 'n VSLE strategie geïmplemteer word.

Customer retention has been shown by academic researchers to be more profitable than customer acquisition. However, its implementation in the business environment has not been so successful. One of the reasons for this is that customer retention can be achieved in several ways (e.g.. loyalty programs, affinity cards and switching costs)and that the translation from the concept of “retaining customers” to the actions and strategies to retain them is not always easy. One of the most attractive strategies to ensure that customers remains within the organisation is through cross-selling and up-selling. In short, the objective is to increase the number (or the value) of the products that a customer buys from a company to make it more difficult for him/her to leave. Whilst academic research has deeply investigated the concepts of loyalty, retention programs and trust, amongst others, cross-selling has not received the same level of attention. Moreover, existing research on cross-selling has been focused on products rather than on services. Finally, this research has mostly been conceptual in nature, with limited attempts to model or design practical cross-selling and up-selling strategies. In order for cross selling and up-selling to be effective strategies, they need to be tailored to the needs of the customer. The offer must be adequate in terms of the target (who is going to buy the product), the content (what is going to be purchased) and a time (when is the right moment to offer the new product). This thesis investigates cross-selling and up-selling from a practical point of view in Nedbank It assesses the importance of the concepts of customer retention and cross-selling and up-selling through several interviews conducted within Nedbank. Finally, this research highlights, from an empirical analysis, how repurchase decision is highly influenced by the length of the relationship with the provider and the type of products already purchased. Understanding these factors is key to successfully retaining customers via cross selling. / Thesis (MBA)-University of KwaZulu-Natal, Westville, 2011.

The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.

Small and medium sized businesses play an important part in functioning economy. Due to the current economy crisis, enterpreneurs have to reevaluate their ecomonic strategies in order not only to remain prosperous, but to try to expand as well. Therefore it is important for them to choose the right banking institution that can satisfy their needs. Poor selection of bank product could cause financial burden for the business and would not meet the original expectations. The aim of this dissertation is to identify the hidden potential of the regional financial centre of the Poštovní spořitelna Bank in Ceske Budejovice (PSB), in order to get new clients amongst small and medium sized businesses. First, based on the findings in the questionnaire and business environment analysis, this dissertation will try to analyze certain PSB products for small and medium sized businesses. Secondly, to analyze the interest and demand of the businesses, their number and layout in South Bohemia, especially in Ceske Budejovice region. The above mentioned questionnaire and business environment analysis confirmed that small and medium sized businesses are not much aware of the PSB{\crq}s products, and therefore the use of them is rather poor. The solution may be a certain way of closer communication with small and medium sized businesses. Building this type of communication is dependant on regional marketing budget and thus not easy, due to the limited resources. The final decision maker in this case is the regional bank director. The PSB will cooperate with Association of small and medium sized businesses as well as with the South Bohemian Economic Chamber, and also will advertise in regional press.

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.

The success of an organisation in what is now a dynamic and increasingly competitive business environment relies on an engaged workforce, achieved through internal communication. Engaged employees are generally more productive, resulting in better-performing organisations. This indicates that engaged employees do not only provide organisations with substantial benefits but can also be valuable assets to their organisations. Additionally, internal communication, which influences employee engagement behaviours, has been shown to provide numerous benefits to organisations, namely advocacy, ambassadorship, commitment, competitive advantage, decreased turnover, innovation, satisfaction, and trust. Therefore, it can be argued that a crucial link exists between internal communication and employee engagement. The purpose of this study was to develop an internal communication conceptual framework that contributes to employee engagement. This conceptual framework was customised for the South African banking sector. Qualitative data was collected through a review of available literature in the internal communication and employee engagement fields, and face-to-face interviews with four senior internal communications managers. Quantitative data was collected through a web-based self-administered survey questionnaire hosted on SurveyMonkey. Therefore, a mixed-methods research approach was used for this study. The findings of the study confirmed the link between internal communication and employee engagement. Thus, internal communication is an important determinant of employee engagement. It was also found that South Africa’s “big four” banks use traditional and innovative internal communication channels to effectively communicate with their targeted audience. Lastly, the internal communication elements that make up the conceptual framework of employee engagement were developed, namely Collaboration/ Cross-Functional Planning, Partner with Human Resources Function, Communication Channels, Two-Way Communication with Leaders, Counsel, and Measure Internal Communication Effectiveness. It is argued that the proposed v conceptual framework adequately addresses the role of internal communication and its key function within an organisation. The study is particularly significant because it extends current literature on internal communication and employee engagement in the South African banking sector and confirms that internal communication is indeed important for employee engagement. Academically, the study added to the current body of knowledge in the field of communication. The findings of this study can be used by South African banks and other businesses as a guide to conduct their internal communication to achieve employee engagement. / Communication Science / D. Lit. Phil. ( Communication)

Диссертация посвящена повышению клиентоориентированности коммерческих банков в условиях нестабильной внешней среды. Рассмотрены теоретические аспекты лояльности и клиентоориентированности, проведено исследование маркетинговых инструментов, направленных на достижение поставленной цели. Также разработан проект с применением инструментов бережливого производства. В ходе исследования был создан поэтапный алгоритм, объединивший все составляющие для реализации истинно клиентоориентированного подхода в организации. / The dissertation is devoted to increasing the customer focus of commercial banks in an unstable environment. The theoretical aspects of loyalty and customer focus are considered, a study of marketing tools aimed at achieving this goal is carried out. A project using lean manufacturing tools was also developed. During the study, a phased algorithm was created that combined all the components for implementing a truly customer-oriented approach in the organization.

The concept of SIC in the banking circle specifically in Ghana and generally in Africa has raised concerns for research because it concerns the management of the processes of communication strategies to achieve communication goals. Previously, the banking reports of Ghana required that the stakeholders of industries be well-informed using the comprehensive communication plan; however, it appears that different trends of communication strategies have been adopted recently. To this end, this study explored 3 banks operating in Accra to determine their strategic integrated communication practices with stakeholders. Using the Media Richness Theory and the Two-Way Symmetrical Model of Communication, the study analysed data obtained through in-depth interviews from staff of the banks and some documents accessed from the banks. The findings indicated that the banks need to review strategies for client satisfaction and loyalty as an output of strategically integrating communication efforts. The study concludes that bank interactivity must be conducted strategically and efficiently to achieve the best communication results. / Communication Science / Ph. D.