Appiah-Adu, K., Fyall, A. and Singh, S., 2001. Marketing effectiveness and business performance in the financial services industry. Journal of Services Marketing, 15 (1), pp. 18-34.
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The purpose of this exploratory empirical study was to examine the link between effective marketing practices and business performance in the financial services industry. Based on a multi-item construct of marketing effectiveness, data were generated from 52 banks and building societies. The effects of different marketing effectiveness dimensions upon profitability and growth as well as customer-based performance indicators were investigated. The results suggest that organizational variables such as customer philosophy, operational efficiency, marketing information and integrated marketing organization are generally, significantly and positively associated with business performance.
|Uncontrolled Keywords:||Financial services Marketing management Customer services Banking Building societies|
|Subjects:||Social Sciences > Finance and Financial Economics|
|Group:||School of Tourism > International Centre for Tourism and Hospitality Research|
|Deposited By:||Mr David Ball LEFT|
|Deposited On:||02 May 2007|
|Last Modified:||07 Mar 2013 14:33|
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