عنوان انگلیسی مقاله:

Services Branding Triangle: Examining the Triadic Service Brand Promises for Creating a Strong Brand in Banking Industry

ترجمه عنوان مقاله: مثلت خدمات نام تجاری: بررسی قول های سه گانه خدمات نام تجاری برای ایجاد یک نام تجاری قوی در صنعت بانکداری

رشته: بازاریابی، بانکی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 39 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود دانلود اصل مقاله

دانلود دانلود پرسشنامه

چکیده مقاله

Purpose: The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry.

Design/methodology/approach: Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign.

Findings: The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions.

Research limitations/implications: The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities.

Originality/value: The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.

 Keywords: Perceptions, Relationship marketing, Brand management, Brand image, Services marketing, Service failures

مقدمه انگلیسی مقاله

As a result of recent economic uncertainty, structural change, and competitive pressure in financial markets (Debling 1998; Harris 2002; Howcroft and Durkin 2003; Kliesen 2013; McDonal d, de Chernatony, and Harris 2001; Milligan 1995; Moules 2009; Nellis, McCaffery, and Hutchinson 2000; Transforming banks 2013; 2014 Banking Industry Outlook 2013), it has become important for financial service institutions, including banks, to develop strong brands in order to not only survive, but also thrive in such a challenging situation. A key challenge is
meaningful differentiation to avoid commoditization (Devlin and Azhar 2004; 2014 Banking Industry Outlook 2013), including an increasing focus on building relationships both externally and internally (Devlin 1998; King and Grace 2010; Saunders and Watters 1993). At the same time, prior research (de Chernatony and Cottam 2006; de Chernatony and Dall’Olmo Riley 1999; Devlin and Azhar 2004; Jones 1999; McDonald, de Chernatony, and Harris 2001) documents a number of issues faced in the branding of financial services. For example, de Chernatony and Cottam (2006) assert that financial service providers have traditionally placed little importance on their brands. Previously, Devlin (1998) had arrived at the same conclusion, stating that achieving true brand equity in the financial services market may prove quite difficult. Moreover, because of the intangibility of bank services and a lack of product differentiation between competing bank brands, branding is uniquely challenging for banks (Bravo, Montaner, and Pina 2010; O’Loughlin and Szmigin 2005). These challenges have been compounded by the damage to bank brands caused by the recent financial crises (Brand Finance 2013; Wallace et al. 2013).

سفارش ترجمه