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Marketing Approach in Financial Services Area

Author

Listed:
  • Veronika Braciníková

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Kateřina Matušínská

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

Abstract

In today's consumer times, marketing is not focused just on marketing issues, but it is part of wider context of enterprises and strategic, tactical and operational management of firms, companies, regions and other organizations. Marketing has basis in many models, starting with marketing mix. The traditional approach of seeing the marketing mix from the producer point of view has now changed to the customer´s perspective. There is a need of customer oriented marketing mix to satisfy the customers. So, the aim of this paper is to investigate impact of tactical marketing in the concept of 5C on consumer perceptions and behaviour. The analysis of primary marketing research data was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of customer value, costs to the customer, convenience, communication and customer approach. When deciding about the selection of financial institutions and financial products as fundamental criteria are said to be costs to the customer - pricing policy, convenience - physical availability of branches and their physical evidence.

Suggested Citation

  • Veronika Braciníková & Kateřina Matušínská, 2017. "Marketing Approach in Financial Services Area," Working Papers 0039, Silesian University, School of Business Administration.
    • Handle: RePEc:opa:wpaper:0039
    as

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    References listed on IDEAS

    as
    1. Irina BENA, 2010. "Evaluating customer satisfaction in banking services," Management & Marketing, Economic Publishing House, vol. 5(2), Summer.
    2. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing; marketing mix “5C”; financial services; primary marketing research;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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    This paper has been announced in the following NEP Reports:

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