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Paper Information

Title: 

THE STUDY OF THE FACTORS AFFECTING CUSTOMER ABSORPTION AND PRESERVATION IN A COMMERCIAL BANK

Type: SPEECH
Author(s): HADIAN HAMEDANI A.R.,AHMADPOUR H.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The present study attempts, after studying the positive and negative points of successful international banks, to investigate the factors affecting the loyalty, preservation and reinforcement of current customers, reactivating former customers and absorption of new ones, using questionnaire and through Servqual method. Finally, it proposes a new structure for marketing unit utilizing successful experiences gained by Gilan Saderat Bank. The sample includes experts, elites and heads of branches in official banks (trade and specializing banks) and in private banks. The researchers had to regarding the specific conditions dominating this research focus on 19 trade banks (61.2), with 12 of other banks. The number of participants amounted to 31 of the banking experts, elites, and heads of branch. The required data were gathered through questionnaire approved by the representatives of trade bank. Results point to the necessity of establishing marketing units across local branches to central headquarters and in a uniform manner. Furthermore, "customer recognition" is the single most approach to secure customer loyalty and preservation. The second element is using awards. The third priority is interaction with customer and incorporating him in the bank's activities. Findings show that the key success elements are: friendly manners by the employees, the speed of service provision, high deposit rate and low bank-service rate. The interesting point with the findings of this research study is that deposit and service rates are inferior to such considerations as manner of behaving in service provision and the speed of such provision, contrary to what is common supposition according to which rates are considered to play the key role in absorption or loss of customers. In other words, banks are thought to have the most important potential for engaging in rivalry, and can make gains by investing on behavior improvement of their staff, and also on analyzing and improving service provision methods.

 
Keyword(s): MARKETING, SATISFACTION, SERVICE, CUSTOMER, LOYAL CUSTOMER
 
 
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