菲律宾商业银行业的营销关系

论文摘要

由于中央银行的宏观调控,银行服务趋于统一,而在不断变化的社会中,这种传统银行服务不再是一种规范准则。现在,银行通过建立与客户的良好关系并为了可以获得客户的信任与忠诚,按客户要求定制服务来获得及保留顾客。本文提出了一种新型银行业服务,通过使用营销策略模式关系对菲律宾的三大主导银行进行分析,营销策略模式关系主要针对7个方面：服务质量,品牌形象,价格优惠,信任度,满意度,成本与顾客忠诚度的转换。本文用通过的演绎法,对150位菲律宾商业银行客户进行调查报告,用SPSS分析所获得的数据,从而可以看出上述提到的营销策略模式效果,客户是如何选择他们信任的银行的。

论文目录

• ABSTRACT
• 摘要
• Chapter 1 Introduction
• 1.1 Background of the Study
• 1.2 Research Problem
• 1.3 Research Question
• 1.4 Research Purpose
• 1.5 Significance of the Study
• Chapter 2 Theoretical Framework
• 2.1 Relationship Marketing
• 2.2 Relationship Marketing Strategies
• 2.2.1 Service Quality
• 2.2.2 Brand Image
• 2.2.3 Value Offers
• 2.3 Relationship Quality
• 2.3.1 Trust
• 2.3.2 Satisfaction
• 2.4 Switching Costs
• 2.5 Customer Loyalty
• 2.6 Internal Marketing
• 2.7 Relationship Marketing Outcomes
• Chapter 3 Methodology
• 3.1 Case Selection and Sampling
• 3.2 Questionnaire Design and Data Collection
• 3.3 Reliability and Validity
• 3.3.1 Reliability
• 3.3.2 Validity
• 3.4 Statistical Analysis
• Chapter 4 Data and Data Analysis
• 4.1 Empirical Data
• 4.2 Correlation Analysis of Empirical Data
• 4.3 Hypotheses Testing
• 4.3.1 Relationship Marketing Strategies
• 4.4 Data Analysis
• 4.4.1 Impact of Relationship Marketing Strategies
• 4.4.2 Impact of Relationship Quality
• 4.4.3 Impact of Switching Costs
• Chapter 5 Conclusions,Implications and Limitations
• 5.1 Conclusions
• 5.2 Implications
• 5.2.1 Theoretical implications
• 5.2.2 Practical implications
• 5.3 Limitations
• References
• Appendix
• Acknowledgements