عنوان انگلیسی مقاله:

Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector

ترجمه عنوان مقاله: بازاریابی رابطه مند: تعهد و اعتماد مشتری به عنوان استراتژی برای بخش بانکی شرکت های بزگ و کوچک هنگ کنک

رشته: بازاریابی

سال انتشار: 2003

تعداد صفحات مقاله انگلیسی: 13 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

After the Chinese takeover of Hong Kong its smaller banks carved out a niche for themselves in the corporate market by embracing relationship marketing as a way of doing business. Examines the commitment‐trust dimension of the relationship marketing paradigm in the Hong Kong’s corporate banking sector. The findings show that the Hong Kong banks’ marketing strategy and a long‐term orientation were positively correlated with customer commitment and trust; communications and relational norms were positively correlated with trust; relationship benefits were positively correlated with customer commitment; and the banks’ reputation was negatively correlated with trust and commitment. To continue to be successful in the corporate sector, smaller banks must invest in the long‐term relationship marketing infrastructures to support a customer‐oriented approach. To enhance the corporate customers’ confidence further, the banks must develop parallel communication channels with their customers, show flexibility in their dealings and maximize mutual relationship benefits by minimising drastic recovery actions.

Keywords: China, Banks, Relationship marketing, Customer loyalty

مقدمه مقاله

Back in 1985 Drucker suggested that an entrepreneurial approach to managing change is needed to identify new business opportunities. The basis of entrepreneurial strategy is innovation and delivering “value” to customers. This is still true in today’s global environment, where the understanding of customers and competitors is crucial in shaping future strategies. To survive and grow by attracting new customers in today’s fast moving global financial services industry, companies must be able to align their strategies with the customer needs, competitors ‘strengths and public authorities ‘power. The development of a company’s global competitiveness takes place interactively with both their internal and external environments.

 

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