Marketing effectiveness and business performance in the financial services industry

  • Appiah-Adu K
  • Fyall A
  • Singh S
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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. Our results suggest that organisational variables such as customer philosophy, operational efficiency, marketing information and integrated marketing organisation are generally, significantly and positively associated with business performance. To conclude, managerial implications of the findings, study limitations and future research directions are discussed. [ABSTRACT FROM AUTHOR]; Copyright of Journal of Services Marketing is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • Financial services
  • Marketing management
  • Organizational performance

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