Lojaliteitsbemarking van handelsbanke onder professionele gegradueerdes
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Date
2003
Authors
Immelman, Reaan
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
During the last five years, the financial services sector has undergone drastic
changes, resulting in a market place which is characterised by intense
competition and increased deregulation. In the new market place, the
occurrence of committed and often inherited relationships between a
customer and the bank is becoming increasingly scarce. Current research in
loyalty marketing focus primarily on product loyalty marketing and very
little on loyalty marketing in the service sector. Very little research has been
done in a specific market segment and the purpose of this study is to do
research under professional graduates. Professional graduates is defined as
graduates who graduated at the University of the Free State the past five
years (1997 - 2001) in the following study fields:
i) Physiotherapy
ii) Medical
iii) Law
iv) Accounting
The main objective of the study is to establish if commercial banks apply
loyalty marketing under professional graduates and if professional graduates
remains loyal to a commercial bank.
The study can contribute in the following ways which commercial banks can
use:
a) Commercial banks can for the first time establish if funds spend in the
professional market is justified.
b) Commercial banks can also establish where to focus in terms of
communication to the client.
c) The infrastructure of professional graduates can be determined and the
research can be used to determine marketing strategies in the professional
market.
d) Commercial banks established strategic business units and with this
research can be determine if there is a need for a niche segment under
professional graduates who apply loyalty marketing.
e) For the first time it will be possible for commercial banks to measure
loyalty under professional graduates.
The main objective of the study was achieved through an inn depth
discussion of loyalty marketing, commercial bank's marketing strategy
under professional graduates and 237 questionnaires for the purpose of this
research were distributed under a population of 1158 professional graduates.
Telephonic research as research methodology were used and the response
rate of the questionnaires answered was 20.47 %. In general an analysis of
different loyalty models were done and the loyalty model of Bloemer, de
Ruyter and Peeters were exclusively develop for commercial banks.
Description
Dissertation (M.Econ. (Business Management))--University of the Free State, 2003
Keywords
Commercial banks, Loyalty marketing, Loyalty, Professional graduates, Relationship marketing, Retention marketing, Loyalty models, Servqual model, Service quality, Marketing strategies, Financial institutions -- Marketing, Banks and banking -- Customer Services, Relationship marketing -- South Africa, College graduates -- South Africa