THE INFLUENCE OF CUSTOMERS PERSPECTIVES AND PREFERENCES ON THE CUSTOMER-ORIENTED BANK MARKETING MIX STRATEGIES
DOI:
https://doi.org/10.14414/jebav.v16i2.184Keywords:
Costumers' Perspectives, Costumers' Preferences, Marketing StrategiAbstract
This study examines the influences of the customers’ perspectives and preferences on the customerorientedmarketing mix strategies implemented by the PT Bank Pembangunan Daerah Bali. Theresult showed that the customers’ perspective exerts a significant influence on the design of themarketing strategy, the customers’ preferences have a significant influence on the design of themarketing strategy, and the design of the marketing strategy has a beneficial influence upon themarketing mix strategy. The results of the test supported the theory on the marketing strategy process.The theory espoused that the activities to adopt the customers’ perspectives and preferences, inorder to find out about their wants and needs, and the activities to devise a marketing strategy design,and the activities to implement the marketing mix strategy, should be treated as integratedactivities because the three of them were one unified and comprehensive marketing strategy. Thestudy provides the management of this Bank with a source of inspiration to be more pro-active inmanaging customer-oriented marketing strategies. It can be achieved by conducting a more integratedmarketing activities based on a marketing strategy process. This marketing strategy shouldalso be developed in BPD all across Indonesia as a strategic response to create a sustainable competitiveedge in the increasingly competitive world of today’s banking sector.References
Chen, Tser-yieth, Pao-Long Chang & Hong-
Sheng Chang, 2005, ‘Price, Brand
cues, and Banking Customer value’,
International Journal of Bank Marketing,
Vol. 23 No. 3, pp. 273-291.
Cravens, David W & Nigel F Piercy, 2003.
Strategic Marketing, McGraw-Hill
Companies, Inc. New York, NY.
David, Fred R 2005, Strategic Management:
Concepts and Cases, Pearson Education
– Prentice Hall Upper Saddle
River, New Jersey.
Durkin, Mark, 2004, ‘In Search of the Internet-
banking Customer’, International
Journal of Bank Marketing, Vol. 22
No. 7.
Ganes, P & R Nandagopal, 2009, ‘Determining
the Gap between Customer Expectation
and Perception in Retail Banking’,
International Journal of Research
in IT, Management and Engineering,
Vol. 1 Issue 3.
I Ketut Nurcahya, 2003, ‘Formulasi Strategi
Bank Pembangunan Daerah Bali’, Tesis,
Universitas Udayana Denpasar.
Kotler, Philip & Kevin Lane Keller, 2006,
Marketing Management, Thirteenth
Edition, Pearson Education, Inc.
Malhotra, Naresh K 2004, Marketing Research,
an Applied Orientation, Pearson
Prentice Hall.
Olajide, Rasheen, 2010, ‘Mergers and Acquisitions
(M&AS) in the Nigerian
Banking Industry: An Advocate of
three Mega Banks’, European Journal
of Social Sciences, Vol.15 No. 4.
Osman, Isman, Husniyati Ali, Anizah Zainuddin
& Wan Edura Wan Rashid,
, ‘Customer Satisfaction in Malaysian
Islamic Banking’, International
Journal of Economics and Finance,
Vol.1 No. 1.
Yustina Chrismardani, 2004. ‘Pengaruh Relationship
Marketing terhadap Customer
Retention Orientation dan Dampaknya
pada Relationship Outcome
dari Nasabah Bank Umum di Kota
Malang’, Tesis, Universitas Brawijaya
Malang.
Zeithaml, Valerie A & Mary Jo Bitner,
, Services Marketing. Integrating
Customer Focus Across the Firm,
McGraw-Hill Company Inc, New
York, NY.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2013 Anak Agung Putu Agung
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.