Suchergebnisse

Die anhaltende Diskussion um die außerakademische Relevanz der Sozialwissenschaften bildet den Ausgangspunkt des Autors, vor dem Hintergrund eigener Erfahrungen in der betrieblichen Sparkassenpraxis die Verwendung sozialwissenschaftlichen Wissens in der Sparkassenpraxis zu untersuchen. Er geht im Rahmen einer Diskurs- und Dokumentenanalyse der Frage nach, ob und inwieweit sozialwissenschaftliches Wissen innerhalb der bundesdeutschen Sparkassenorganisation rezipiert und verwendet wird. Die Sparkassenorganisation soll in dieser Weise erstmals für die sozialwissenschaftliche Verwendungsforschung erschlossen werden. Obwohl die öffentlich-rechtlichen Sparkassen zusammen mit den Girozentralen / Landesbanken gemessen am Marktanteil und der Zahl der Mitarbeiter die größte Gruppe im deutschen Kreditgewerbe darstellt, liegen bisher keine soziologischen Untersuchungen zum Sparkassenwesen vor. Der Autor skizziert zunächst die Entstehung des sparkasseninternen Aus- und Fortbildungswesens sowie der Werbe-, Marketing- und Kommunikationsarbeit. Er zeigt anschließend die institutionellen Besonderheiten der Sparkassen in Deutschland auf und verdeutlicht am Beispiel der sogenannten "Standort: hier"-Kampagne die Herkunft und Verwendung sozialwissenschaftlichen Wissens innerhalb der Sparkassenorganisation. (ICI2)

Purpose
The purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China.


Design/methodology/approach
Four focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in Laiwu, Shandong, a medium-sized city in China. They were asked to report experiences that could illustrate good and bad banking services. They were also asked to recall bank marketing promotions.


Findings
Participants' perceived service quality of banks was determined by staff attitude, service delivery, physical environment and comparison of user experience. The marketing communication activities they recalled most frequently included product placements, advertising slogans, entertaining commercials and co-branding with online games.


Research limitations/implications
The findings were based on a non-probability sample. The study also did not differentiate between personal experience and indirect experience with family and friends. Similar studies can be conducted in large cities or in rural China to compare banking experiences in different social economic settings. Further studies can be designed using quantitative methodology to measure the importance of various factors in influencing perceptions of service quality. Online banking experience can also be studied in the future.


Practical implications
Banks in China can enhance their competitiveness and brand reputation through raising the professionalism of their front-line staff, improving efficiency and transparency and streamlining the service process. Banks can make contacts with youth through offline and online promotional activities, such as co-branding with popular online games.


Originality/value
This is the first study on banking services among youth conducted in a medium-sized city in China.

by Chan Kam Hung, Chan Wai Loi. ; Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. ; Includes bibliographical references (leaf 146). ; ABSTRACT --- p.iii ; TABLE OF CONTENTS --- p.v ; LIST OF TABLES --- p.viii ; LIST OF CHARTS --- p.ix ; Chapter ; Chapter I --- INTRODUCTION --- p.1 ; Chapter II --- METHODOLOGY --- p.3 ; Chapter III --- COMPETITIVE PROFILE REPORT --- p.5 ; HANG SENG BANK --- p.5 ; Products and services offered by HSB --- p.7 ; STANDARD CHARTERED BANK --- p.12 ; Products and services offered by SCB --- p.13 ; CHEKIANG FIRST BANK --- p.18 ; CONCLUSION --- p.20 ; Chapter IV --- MARKET PROFILE REPORT --- p.21 ; BANKING INDUSTRY IN HONG KONG --- p.21 ; MARKET STRUCTURE --- p.22 ; PRODUCT CLASSES IN BANKING INDUSTRY --- p.22 ; TECHNOLOGY TREND --- p.23 ; ECONOMIC GROWTH AND TREND --- p.25 ; MARKET SIZE --- p.29 ; FACTORS AFFECTING DEMAND --- p.31 ; POLITICAL FACTORS --- p.31 ; CONCLUSION --- p.32 ; Chapter V --- CUSTOMER PROFILE REPORT --- p.34 ; RESULTS OF THE SURVEY --- p.35 ; CONCLUSION --- p.41 ; Chapter VI --- PRODUCT PROFILE REPORT --- p.42 ; CONCLUSION --- p.47 ; Chapter VII --- COMPANY PROFILE REPORT --- p.48 ; STRENGTHS --- p.49 ; WEAKNESSES --- p.50 ; CONCLUSION --- p.51 ; Chapter VIII --- MARKET SEGMENTATION AND TARGET SEGMENTS --- p.53 ; MARKET SEGMENTATION --- p.53 ; TARGET SEGMENTS --- p.55 ; Chapter IX --- MARKET OBJECTIVES --- p.64 ; EXPAND THE CUSTOMER BASE AND INCREASE REVENUE --- p.64 ; ESTABLISH A GOOD COMPANY IMAGE --- p.65 ; "PRODUCT OBJECTIVES & STRATEGY," --- p.66 ; Product objectives --- p.66 ; Product strategy --- p.68 ; SERVICES OBJECTIVES & STRATEGY --- p.72 ; Services objectives --- p.72 ; Services strategy --- p.74 ; PRICE OBJECTIVES & STRATEGY --- p.77 ; Price objectives --- p.77 ; Price strategy --- p.77 ; COMMUNICATIONS OBJECTIVES & STRATEGY --- p.78 ; Communications objectives --- p.78 ; Communications strategy --- p.80 ; SALES FORCE OBJECTIVES & STRATEGY --- p.83 ; Sales force objectives --- p.83 ; Sales force strategy --- p.84 ...

A fundamental requirement for the social and economic stability of any modern society is the financial security of its citizens. In that sense, financial services marketers have a unique opportunity to engage in activities that help build consumer wealth and establish a mutual sense of trust with their customers. To provide a mechanism for such an engagement, in November of 2006, a conference on the Marketing of Financial Services was hosted at Fordham University in New York. Of the nearly fifty papers that were submitted to the conference, a total of four were selected for publication in this