Lojaliteitsbemarking van handelsbanke onder professionele gegradueerdes

[摘要] During the last five years, the financial services sector has undergone drasticchanges, resulting in a market place which is characterised by intensecompetition and increased deregulation. In the new market place, theoccurrence of committed and often inherited relationships between acustomer and the bank is becoming increasingly scarce. Current research inloyalty marketing focus primarily on product loyalty marketing and verylittle on loyalty marketing in the service sector. Very little research has beendone in a specific market segment and the purpose of this study is to doresearch under professional graduates. Professional graduates is defined asgraduates who graduated at the University of the Free State the past fiveyears (1997 - 2001) in the following study fields:i) Physiotherapyii) Medicaliii) Lawiv) AccountingThe main objective of the study is to establish if commercial banks applyloyalty marketing under professional graduates and if professional graduatesremains loyal to a commercial bank. The study can contribute in the following ways which commercial banks canuse:a) Commercial banks can for the first time establish if funds spend in theprofessional market is justified.b) Commercial banks can also establish where to focus in terms ofcommunication to the client.c) The infrastructure of professional graduates can be determined and theresearch can be used to determine marketing strategies in the professionalmarket.d) Commercial banks established strategic business units and with thisresearch can be determine if there is a need for a niche segment underprofessional graduates who apply loyalty marketing.e) For the first time it will be possible for commercial banks to measureloyalty under professional graduates.The main objective of the study was achieved through an inn depthdiscussion of loyalty marketing, commercial bank's marketing strategyunder professional graduates and 237 questionnaires for the purpose of thisresearch were distributed under a population of 1158 professional graduates.Telephonic research as research methodology were used and the responserate of the questionnaires answered was 20.47 %. In general an analysis ofdifferent loyalty models were done and the loyalty model of Bloemer, deRuyter and Peeters were exclusively develop for commercial banks.

[发布机构] University of the Free State